Flighting refers to an advertising scheduling strategy in which ad campaigns are divided into distinct periods of activity and inactivity. During the active periods (flights), advertisements are heavily promoted, while during the inactive periods (gaps), no advertising is conducted. Flighting allows advertisers to concentrate their advertising efforts at specific times while saving costs during non-peak periods.
Significance and Usage-Flighting
Flighting is commonly used in campaigns where there are specific periods of increased consumer demand or when budget constraints necessitate the allocation of resources strategically. By using flighting, advertisers can maintain a consistent presence during peak periods while optimizing their ad spend during slower periods. This strategy helps maximize the impact of advertising and ensures efficient resource allocation.
Example of Flighting
For example, an ice cream brand might employ flighting during the summer months when ice cream consumption is typically higher. They might run intensive advertising campaigns during the peak summer season to promote their products, and then reduce or pause advertising during the colder months when demand naturally decreases.