Being from an advertising background, for me it’s the creative that always has to work smartest to deliver results for our clients – in whatever medium. Talk to the specific customer you’re aiming at. Engage with them and be memorable. And it helps if you’ve got a compelling reason for them to act. But more and more when we collaborate with media agencies for online campaigns, the creative is improved vastly by smart, targeted media planning. And the real kicker is getting tangible figures for the number of eyeballs that viewed the ad, and went on to buy – hard to argue against proof of ROI when it’s there in black and white. Yet for all its smarts, the power of digital media to target consumers based on countless criteria is at risk, as consumers are increasingly opting out with ad-blocking software. So what now for digital advertising?