It evolves. Main thing to remember is that you’re giving a presentation to someone who has limited attention.

My most effective slides have fewer than 100 words and some tastefully colorful graphics that are pleasing to look at.

Establish your key points in the first slide, use the rest of the deck as support.

“Show don’t tell”, use lots of mock-ups, maps, simple charts, but never describe what you do just through words. It’s too much effort to read and interpret for most people.

Avoid industry lingo, a lot of people who buy media hardly know what an “impression” is, it is more appropriate to call this a “view” for example.

People respond well to mock-ups of what their ads will look like.

The deck is about their business, not yours. You should know their challenges and come prepared with solutions.

Inteligence goes first, pricing goes last.

Your proposal is a support tool for a discussion, not something to lecture with.