The Challenge
Using data from the Keen Platform, we looked at different flight schedules to show the impact of a change in the media flight plan on net profit.
The Solution
We compared three scenarios of linear TV advertising: always-on, 2-week flighting and 4-week flighting.
The Result
Our study revealed that the 4-week flighting strategy outperformed the 2-week flighting, primarily because the long-term impact of marketing allowed brands to build equity and create more value with consistent activity.
