A media scheduling strategy where ads run in defined bursts ("flights") with gaps of no activity in between, rather than running continuously.
Why it matters
Flighting is often used when budget is limited or when a product has seasonal demand — concentrating spend into the periods it will be most effective, rather than spreading it thin across periods with lower expected return.
In a sentence
"We flight our holiday campaign in three bursts — pre-Black Friday, Black Friday week, and the final days before Christmas — rather than running it continuously."
Related terms
- Antonyms: Always-on / continuous advertising.
- Often confused with: Pulsing (a related but distinct strategy where a low, continuous baseline of advertising runs at all times, with periodic bursts layered on top — flighting has genuine gaps with zero activity, while pulsing never fully stops).