Tag: campaign planning
-
Programmatic vs. Search vs. Social: Choosing the Right Tool for the Job
How to match each advertising channel to your audience, objective, budget, and stage of the customer journey. Executive Summary Programmatic, search, and social advertising are often compared as though a business must select one winner. In practice, each channel reaches people under different circumstances. Search is particularly effective when people are actively looking for an…
Written by
-
Evergreen Visibility vs Burst Campaigns: Why Consistency Wins in the AI Era
How a steady advertising presence and well-timed campaign bursts can work together to build recognition and capture demand. Executive Summary Evergreen and burst campaigns serve different purposes. Evergreen advertising maintains a consistent level of visibility throughout the year, while burst campaigns concentrate spending around a particular event, deadline, promotion, or period of increased demand. For…
Written by
