We sat down with Ben Wood from iProspect, Khurram Hamid of GlaxoSmithKline and Steve Chester from the IAB UK, and heard a resounding message: Don't hesitate, start today. The sooner advertisers start testing and experimenting with applying audience targeting in their search campaigns, the sooner they'll tap into valuable insights to tailor their campaigns for their audience.
As one expert said, "Today, because it's nascent, it's those brands right at the cutting edge that are really leaning into this... but in 6 month's time, in 12 month's time.. this isn't something you can't be doing."
Watch the video for more advice, and hear experts referring to case studies of advertisers who have already implemented audience insights into their search campaigns.
