Visibility holds_between campaigns

01

The annual plan

The rhythm of campaigns and ongoing advertising is agreed at the planning stage, before assets are made and media is bought. The plan covers the year's goals, campaign periods, the level of ongoing work, the budget by period and who is responsible for tracking what.

A campaign period is timed around a season, a launch or another business reason. Ongoing work keeps the brand and what it offers visible between periods, when there is demand and advertising pays.

02

What ongoing work includes

Ongoing advertising can be search, feed based advertising or lighter visibility between campaigns. Its level is agreed according to demand, availability and profitability, and not every channel needs to run all year.

The three asset jobs are described on the Assets page. This is where we decide when each one is used. A campaign period often relies on the hero asset, and between periods the consideration and tactical levels tend to carry more weight. The split still follows the objective.

The consideration level cannot rely on retargeting alone. In our campaigns the retargeting audience has often been too small to spend the planned budget on.**

03

After a campaign period

The interest a campaign creates does not always show on the same day. In our campaigns digital results have improved more after a TV flight than during it, and when the audience was warmed up before an application period, advertising during the period worked straight away.** So the plan sets out whether search or tactical advertising, for example, continues after the period and for how long. The decision is based on tracking.

Ad platform optimisation needs time to learn. In our campaigns, flights of a few days have not had time to find their audience.** Campaign length is sized to the objective and the budget.

04

Grounds to change or pause

We agree in advance on what grounds the budget goes up or down, or advertising pauses. The grounds can be availability, demand, profitability or capacity. A product that has sold out or a fully booked calendar is a reason to scale back, even if the period is on in the plan.

With the grounds written down, a change can be made quickly without a new planning round.

05

The year's rhythm changes the media too

The rhythm changes where the audience is. 61.9 %* say they are out of home more during holidays than on a normal weekday, and 32.1 %, about 1 268 000 people, clearly more. Traditional TV viewing splits: 25.5 % say they watch more on holiday and 26.9 % less. A summer campaign period may therefore need different media from an autumn one.

06

Tracking and responsibilities

We agree who tracks what and how often. Ongoing advertising is followed at an agreed rhythm, for example weekly, and campaign periods with their own metrics. Brand and offer messages are measured separately, because they do different jobs. In our campaigns a price offer has beaten the brand message on clicks in one industry and lost to it in another, so the two are not averaged into one report.** Where needed, brand change is measured with a campaign study.

The Campaign & Reporting app in NØRR3 Marketing Engine can be used to manage and track agreed activity in the supported channels. The licence does not require continuous media spend.

* NØRR3 Media Insights, Norstat panel, wave 9, August 2026, n = 2 022, aged 18 to 74, margin of error ±2.0–2.2 percentage points. Question: how does your media use typically change during holidays compared with a normal weekday. ** NØRR3's own campaign bank, campaign reports 2024–2026: each lesson recurs in campaigns across at least two industries and two advertisers.