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.
Ad tech glossary
Always-On vs. Burst Strategy
Technical definition
Contrasting approaches to media presence, either maintaining continuous presence or concentrating activity into high-impact periods.
The ADLINGO translation
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