Course 6: Advertising in a Digital era (10/03 – 12/03)
Advertising is a driving force of our commercial media sector, as it supports the creation of qualitative content. With the emergence of new advertising formats, the traditional audience measurement systems come under pressure and need to be revised.
Course 6: Advertising in a Digital era
For those that are following the full program, course 6 is elective.
You can also join for only this course, Because of Covid-19 we have adapted the format in order to enable distance teaching so that all students, taking travel restrictions or personal quarantines into account, can fully take part. This means that this course will be completely online and consist of three one-hour lectures per day.
Training 6 sheds light on the new developments and trends in commercial communication and advertising in the digital era. Participants will get acquainted with new formats, will get insight into the different workflows and will also develop an understanding of user perspectives on advertising in the digital age, business-related aspects and privacy issues.
- Acquire knowledge of current trends in commercial communication and advertising and the advertising process.
- Understand the different challenges linked to these trends, including privacy aspects.
- Critical evaluation of new advertising formats and buying and selling tools.
Cases and topics:
- Addressable advertising
- Cross-media audience measurement
- Programmatic ad buying and selling
- Privacy aspects
- Value of data
- Big data analytics
The course curator
Prof. dr Wendy Van den Broeck
Wendy Van den Broeck lectures communication studies at the VUB. Her courses focus on research methodology and marketing. She has a background in communication studies, a post-graduate degree in economics and management and obtained a PhD in communication studies in 2011. She is head of the Media Innovations and Living Labs unit and senior researcher within the imec-SMIT research group. Her main research expertise is in personalized and immersive media, targeted advertising and living labs. She is involved in several European and national research projects related to these topics
She has been engaged in research projects related to personalized and immersive media ever since the arrival of digital television in Flanders in 2003. These projects have allowed her to combine her passion for media and for the economic and marketing aspects related to this. She is looking forward to the lectures by industry experts as the industry is very dynamic and their insights will offer her practical insights into how they deal with these new challenges. She likes being able to get ‘behind the scenes’ look in the media sector as an academic and is always inspired by theses encounters for new research topics.
Date10 Mar 2021 — 12 Mar 2021
09:30 - 12:30
Online - via Zoom
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