Dr Dennis Olsen is Associate Professor of Advertising and Branding at the University of West London, UK. His interdisciplinary work is framed by sociological, cultural, and psychological perspectives. Before joining the University of West London, Dennis worked for several years as a Strategic Planner in a multinational communications and advertising agency. His research interests revolve around EDI campaigns, audience insight and shifting consumer behaviours. Dennis’ research has been funded, i.a., by the British Academy, the Leverhulme Trust, the History of Advertising Trust and the Centre for Ageing Better.

Abstract

How does digital impact the creation and consumption of promotional content? Do new media technologies empower or debilitate advertisers and audiences? How inclusive are emerging technologies in the context of promotional communications?

The advertising industry has a long tradition of embracing digital as a means of tailoring and amplifying its messages. Yet the implications of new media technologies is oftentimes not fully appreciated by either brands or advertising professionals. This talk explores a selection of emerging technologies and their current and potential use in advertising. It focuses on the intersection of media technologies and promotional communications, and shines a light at some ‘off-label’ uses of advertising and the digital.