Gartner’s Hype Cycle 2010 – on Media Industry & Emerging Technologies

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Gartner's Hype Cycles and Priority Matrices are used by many as part of the technology-planning process and a way to understand the trends, expectations and create snapshots of technologies.
The reports by Gartner are annual and give an assessement of 1,800 technologies and trends.

Below you will find an introduction on the Hype Cycle and the Priority Matrix and where emerging technologies are in the Hype Cycle.

What is the Hype Cycle?

Gartner states:

"Gartner's Hype Cycle characterizes the typical progression of an emerging technology, from overenthusiasm through a period of disillusionment to an eventual understanding of the technology's relevance and role in a market or domain. Each phase is characterized by distinct indicators of market, investment and adoption activities."

Gartner Hype Cycle

Click here for full image

What is the Priority Matrix Graphic?

Gartner states:

"The Priority Matrix is a tool for prioritizing emerging technologies by forcing technology planners to look beyond the hype and assess technology opportunities in terms of their relative impact on the enterprise and the timing of that impact."

Priority Matrix Graphic

Click here for full image.

What does it mean for you?

As explained by Gartner it will help you as a company to understand what the trends are, where to look at (be it for internal or business/growth opportunities) and what the "state" of these technologies are.

Jumping bandwagons without solid trend information does happen often, depending on the corporate culture (Innovator for instance) this can be good, for many others an understanding before applying technologies is a sure way to go.

For us it means to understand technologies like Media trends, mobile technologies and convergent technologies, what the benefit and mainstream adoption timeframe is.

The latter is important for planning and business development. Too early has its advantages but also challenges, entering too late the market means losing share and a certain brand recognition/positioning.

Gartner provides many Hype Cycles, which you can find on this page. For this article, four of the Hype Cycles that are relevant for our business are:

"Hype Cycle for Media Industry Advertising, 2010"
"Hype Cycle for Media Industry Publishing, 2010"
"Hype Cycle for Social Software, 2010"
"Hype Cycle for Business Use of Social Technologies, 2010"

Below you'll find the individual technologies that are mentioned in the "Hype Cycle for Media Industry Advertising, 2010" and where they are situated in the Hype Cycle.

You can relate the phases below to the shown first image in this article.

On the Rise
Media-Embedded Merchandising
TV Widgets
Transactional Ad Units
Online Advertising Data Exchanges
Real-Time Bidding (Advertising)
App and Widget Advertising

At the Peak
Mobile Coupons
Social-Media Marketing Platforms
Internet TV
Over-the-Top Set-Top Boxes
Augmented Reality
Media Tablet
Social Media
Addressable TV Advertising
Social-Media Consulting

Sliding Into the Trough
Dynamic VOD TV Ads and Brand Units
Bar Code Marketing
Digital Ad Operations Platforms
Mobile Advertising
Phone Bar Code Reader
Retail Digital Signage
Online Ad Exchanges

Climbing the Slope
Media Engagement Metrics
Social-Media Monitors
In-Game Advertising
Cloud Advertising
In-Stream Video Ad Insertion
Interactive TV
Location-Based Services
Web Analytics

The advertising / monetisation aspect of emerging media industries is critical to become a sustainable and proven industry.

TV Applications and Widgets Market will be worth over €1 Billion Euro by 2013. Transactional ad units are interesting in relation to tCommerce and Direct Marketing.

App and Widget Advertising are interesting to see it evolve, TV widgets being extensions/syndications from content throughout the Web/Cloud. This permission based type of marketing via widgets is a relevant and qualitative way where both advertisers and users are willing to pay for.

What do you think of the Hype Cycle management model?

Do you make use of it during strategic planning and growth strategies?


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