When you get together to talk to an ad agency about launching an ad campaign, one of the first questions they’ll ask is: Why now?
Timing is everything. You want to ensure your campaign is sent out for the right reasons and reaches the right people.
In this article, we’re going to dive into the different parts of when: when it’s a good time in the business/strategic plan as well as the nitty-gritty of dates and times.
When to launch
First, let’s take a look at the overall plan for your business. Are you rebranding? Is a big anniversary coming up? Is a new product about to be released?
You’ll want to focus on the special reason people should care about the campaign. You can also consider whether you want to spread out multiple campaigns or have them overlap.
Timing also means you’ll have to plan well in advance for reserving media. Digital ads can usually be turned around quickly, but print advertising typically needs to be scheduled weeks (or months) in advance depending on the publication’s print schedule. And, of course, you’ll want to factor in the time to design and implement the campaign.
When to run
Now, let’s talk about the nitty-gritty of when the campaign should be running. Thanks to amazing digital advances, you can be as broad or specific as you want! It can be as far-reaching as running a video ad on TikTok for three months targeting people living in the U.S. or as narrow as running a digital billboard from 4:30-6pm, Monday through Friday, only reaching drivers who are heading southbound on the expressway.
The main thing you’ll want to consider is your target audience and when they’re most likely to engage with the ad. Teens are probably on Instagram and TikTok later at night; working adults are most likely listening to the radio or podcasts during the morning rush hour.
Want some more information about everything that goes into the creation of a campaign? Download our comprehensive guide “How to build an ad campaign — the right way” here.
And if you want to jump right into a campaign with an advertising agency, we’re here to help! Contact us today for more information.