What factor often influences the timing of a campaign's flighting?

Sales seasonality is a critical factor that often influences the timing of a campaign's flighting because it directly correlates with periods when consumers are more likely to make purchases. Businesses often align their advertising efforts with peak shopping seasons, holidays, or events relevant to their products or services, maximizing visibility and effectiveness. For instance, a retail brand may choose to ramp up advertising in the lead-up to the holiday shopping season or a brand selling seasonal outdoor gear may want to launch campaigns in early spring. By timing a campaign to coincide with these periods of heightened consumer interest, advertisers can optimize their return on investment, ensuring that their messages reach audiences when they are most receptive.

Other factors like geographic reach, user engagement rate, and ad spend comparison can certainly play a role in campaign planning, but they tend to focus on aspects of targeting, performance evaluation, and budget management rather than the fundamental timing in relation to consumer buying patterns driven by sales seasonality.