Conclusion
So now you have some very tangible actions to take: approach all the BT networks, see what they can do for you and ask all the questions to make sure they can meet your goals.
Then execute and test
Testing is key across all testable measures: category level, site level, day-parting and, of course, creative. This type of targeting definitely puts pressure on creative, making sure the right message is put in front of this highly targeted audience. But testing is key, which is a huge benefit of BT network campaigns. You can test quickly and use those results across multiple campaigns, not just with the BT campaign.
There is no substitute for testing live campaigns. The results are bound to tell you more about your target audience than you knew before. They will either confirm or add to your knowledge, and hopefully you will have found a new channel to find qualified customers.
Keep watching this BT space. All the major players continue to innovate and staying on top of this will keep you and your clients' campaigns performing at the level you need and want. While BT is not the only channel that can produce great results, it certainly is one you should not ignore.
