What Is Flighting In Advertising? In the world of advertising, it’s easy to get lost in all the different terms and phrases.
Flighting is a promotional tactic used by brands to ensure their ads are seen by as many people as possible over a certain period of time. It’s also known as frequency capping or ad rotation.
This article will explain what flighting is, how it works, and why you should consider using this strategy for your next campaign. Let’s dive right in!
What is flighting in advertising?
Flighting is a scheduling strategy that alternates between running normal advertising and complete cessation of all runs. This can reduce costs for businesses, while relying on the effect from past advertisements to drive sales in order as budget becomes available; once it slows down or becomes too expensive again. They’ resume their original flighting schedule so long as there isn’t any change made by advertisers who want more than one slot per day during those times when no flights are being advertised (just like how you might buy TV commercials).
The origin of flighting in advertising
Flighting was first used to strategically advertise products and services in a way that would maximize the number of potential customers while minimizing how long they were exposed. Nowadays, this strategy can be applied with other media types such as radio or Internet advertising too for increased effectiveness when it comes to reaching your target audience without breaking bank account by running ads all over town every day!
How to use flighting in advertising?
Flighting is an important tool for advertisers to use in order to maximize their exposure. Flighted campaigns allow you max control over when and where ads run, which allows the best possible chance at generating leads or clientele while minimizing wasted ad dollars. If a tax adviser worries that most of her potential customers wouldn’t pay attention until December time-frame but knew early October would be better than late November. So she could spend more money advertising during peak seasons rather than less expensive non-peak times like summer months. Flighting can really help here too!
Comparison
If you have a limited advertising budget, opting for either flighting or pulsing will be your best bet. Flighting and pulsing both distribute spending more evenly throughout the periods when an advertisement’s effect is greatest – which can help if demand in your industry has predictable ebbs and flows like ice cream manufacturers do during summer months; they need continuous ad campaigns then but ones that only target those times instead of research into what days would yield better results (which wouldn’t work at all).
Benefits of flighting
Advertising can be a costly endeavor, but flighting might offer other benefits for your advertising campaign. For example, buying large blocks of airtime or space may qualify you to receive discounts and save money in the process. Concentrating advertisements across short periods could also have different impacts on consumers than making stronger impressions over longer time frames. Because it’s more concentrated which is better according to this book by Thomas C O’Guinn from 2017 called Advertising & Integrated Brand Promotion.
Flighting – examples
For some products, flighting makes sense. Promoting Valentine cards all year round would be an example of this type of strategy. The advertiser focuses on weeks leading up to February 14th and there should also be ads for bikinis or swimsuits during summer months when they are most visible in a store’s ad campaign. Advertisements through winter breaks that occur at different times depending on location; however, these do not always work out perfectly, so it pays off if you’re able to test your messaging before fully committing!
Flighting vs. pulsing
Flocking and Pulsing are two different methods of advertising. Flocks happen on a set schedule while the other, called “pulse,” can be scheduled or even spontaneous in nature depending upon how it occurs over time periodicity between ad runs without any regard for seasonal trends at all!
Pilots use flock scheduling because it offers more predictability than pulsing. They know exactly when each advertisement will air, rather than relying on solely off assumptions about demand patterns during certain periods, such as summer months with higher temperatures expected due to tourism-related activities like vacationing in beaches near big cities.
Flighting is a tactic that’s used to promote your brand, company, or website by using different messages for different audiences. It can be done through social media posts and email marketing campaigns, as well as other advertising channels. When you use flighting effectively in digital marketing, each audience will have their own tailored message, which may increase the likelihood of sales conversion rates because it speaks directly to them on an individual level. I
