How long does it take to launch an advertising campaign?

We often hear that it is possible to launch an advertising campaign at the last minute, but we need to know what we mean by last minute and if it is applicable to all media. Because yes, the length of time it takes to set up an advertising campaign will depend on the media you plan to include in your advertising strategy. To help you optimize your media plan, here is an overview of the time it takes to launch an advertisement, depending on the media. Please note that the times do not take into account the creation time of your campaign visual, let's assume that everything is already ready!

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Article Summary: How long does it take to launch an advertising campaign?

  1. What parameters come into play to determine the time it takes to launch an advertising campaign?
  2. Which media can be used to quickly launch an advertising campaign?
  3. What is the average time to launch an ad campaign?
  4. Tableau récapitulatif du temps nécessaire pour lancer sa campagne publicitaire en fonction du média

  

What parameters come into play to determine the time it takes to launch an advertising campaign?

The time needed to launch an advertising campaign will obviously depend on several parameters that can considerably vary the time you need to launch your ad:

  • the creation of the campaign visual(s) ;
  • the elaboration of an advertising recommendation as well as the choice and the request of the advertising supports;
  • the media support(s) chosen to carry your advertising message;
  • the reactivity of the various participants in this advertising chain (the advertising agencies, the advertiser, the printers, the legal services, etc.).

Because in itself, once the contract with an advertising agency is signed, the implementation of the campaign can be a very quick procedure. The time-consuming part takes place before that. 

As for the creation of your visual or advertising spot, the duration can be very random depending on the means you use. Thus, this part, although essential for the success of your advertising campaign, will not be mentioned in this article. Let's assume that all your campaign material is ready, shall we? 

Which media can be used to quickly launch an advertising campaign?

Not surprisingly, the advertising medium that allows you to launch an advertising campaign in no time is the digital format (provided that your visual or audio advertising is ready, and in all its forms): 

  • display; 
  • video ;
  • digital audio ;
  • social networks.

Nevertheless, it is not the only media that gives you the possibility to launch your advertising in a short period of time, especially if you want to communicate with more traditional media. In this case, you can take a look at the radio and the PQR (regional daily press).

 

What is the average time to launch an ad campaign?

Time needed to launch a poster campaign  

Billboard advertising is one of the advertising media, not to say the advertising medium, that takes the longest to set up: it takes at least three weeks to launch a billboard campaign. The reason? Poster advertising has to deal with processes that cannot be compressed: printing and drying (you will understand that the time is much longer than for a simple A4 sheet).

Time needed to launch a TV campaign  

For TV, the launch time is shorter than for OOH, but still important: it takes at least a week to launch a TV spot. But expect the process to take a little longer because of the validations required for the broadcast of a classic TV spot. 

Indeed, before being broadcasted, your advertising spot must be validated by the ARPP (Autorité de régulation professionnelle de la publicité - Professional Advertising Regulation Authority). This phase can take from 3 to 24 hours depending on whether you choose an express or standard evaluation (the express is obviously more expensive). 

Keep in mind that the advertising agencies generally ask to receive the commercials 3 working days before.

Time needed to launch a press campaign

As far as the press is concerned, you have to take into account the publication rhythm of the magazine or newspaper you are considering. Indeed, the monthly press has a tendency to complete its models one month in advance, it is thus necessary to take you in advance. 

But if you wish to publish your advertisement in the daily press, you can do it in less than a week since the closing is done a few days before the publication (it is even possible sometimes to take it the day before the publication).

Time needed to launch a radio campaign

Radio is a medium that allows you to launch an advertising campaign rather quickly, provided of course that you have a spot ready for broadcast: it is possible to find broadcast slots in a week and a half, especially if you take a look at local radio stations.

Time needed to launch a digital campaign

As far as digital advertising is concerned, it is relatively quick to set up a campaign using it as an advertising medium: in less than a week and a half, you can see your ad online. Nevertheless, remember to take the time and set up tacketeers on your website to be able to evaluate the effectiveness of your campaign

Summary table of the time needed to launch an advertising campaign according to the media

Type of media OOH TV Press Radio Digital
Time needed to launch an ad 3 weeks min. 1 week  Monthly: 1 month min. Daily: 1 week 1 week and a half 1 week and a half

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