Deciding when to advertise is just as important as deciding where. The same budget can be spread evenly across a year, concentrated into short bursts or split between a steady base and occasional peaks. Each approach has strengths. Here is how to think about them.
The three main options
- Continuous. You advertise at a steady level throughout the period. This keeps your brand visible all the time, but the weight at any moment may be light.
- Flighting. You run in bursts with gaps in between. Each burst can be heavier and more noticeable, but there are periods with no presence at all.
- Pulsing. A mix of the two. You keep a lower, always-on level and add heavier bursts at key moments.
Questions that guide the choice
Think first about how people buy. If purchases happen all year round, such as everyday groceries or insurance renewals, some level of continuous presence often makes sense. If demand peaks around certain seasons or events, it can be wise to put more weight there.
Consider your budget too. A small budget spread across a whole year may be too thin to notice. Concentrating it into fewer, stronger bursts can help it make an impression.
Finally, look at competitors and the wider market. If everyone shouts in the same week, you might get more attention by choosing a slightly different moment.
Watch the gaps
People forget. When you stop advertising, awareness tends to fade over time. Flighting works best when the gaps are not so long that you start from zero each time. Supporting channels, such as search, social media or email, can help keep the brand present between bursts.
Plan, then learn
Once a campaign has run, compare results across bursts and quieter periods. Look at sales, enquiries, search interest and website traffic. Over time, your own data will tell you much more than any general rule.
A good schedule matches your budget, your audience and the rhythm of your market. If you would like help planning the timing of your next campaign, talk to the Northpeak team.
