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# Always-On vs. Burst Strategy
- URL: https://www.adlingo.org/glossary/always-on-vs-burst-strategy/
- Published: 2025-01-15T12:02:00.000Z
- Updated: 2025-01-15T12:02:00.000Z
- Description: Contrasting approaches to media presence, either maintaining continuous presence or concentrating activity into high-impact periods.
- Author: Travis Lusk
- Tags: Agencies & Holdcos, #glossary, #Import 2026-10-27 17:05

A real strategic choice with real trade-offs. Always-on keeps the brand present and compounds awareness over time. Burst concentrates spend to dominate a window. Neither is wrong. Picking one without a rationale tied to your category, your purchase cycle, and your competitive set is where plans go sideways.