• Google Think Insights, Monday, September 30, 2013 1:20 PM

Look behind the search box to find an audience revealing an array of interests, intentions and curiosities. It will help to build an engagement engine, rather than a search engine, which requires that consumers make choices. David Mogensen tells us that Google's ad team bets that nearly all advertising will become choice-based in the near future because people are already making a choice, even if media is forced on them. Mogensen tells us to take into consideration how many ads give viewers a choice, and to know which ads people enjoy watching and what percentage of customers fall outside the demographic targets.

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