Creative Strategy in Online Advertising.

We were asked by the Audit Bureau of Circulation (ABC) Group to deliver a presentation on the role of creative strategy in online advertising to their European customers and stakeholders.

The following presentation was viewed at their conference held in Belgrade and delivered by Tony Doshen. As the advertising industry hit the significant inflection point whereby more people are accessing the internet via handheld devices, ABC wanted to continue it’s thought leadership through a series of relevant discussions on the future direction of creative and media.

Material covered in this presentation include:
• The radical shift away from traditional to online media
• The rise of the handheld device vs. desktop to access the internet
• The broadband carrier revenue dilemma
• First Strategy, then creative
• Case studies