Leave enough time to modify your plan, or use at end of spend

When a specific ad has had sufficient spend to be seen by respondents, the BrandCampaign should be deployed in a timely manner to allow for potential modifications to the media plan. We know that generally, this happens between 10%-30% of spend. 

BrandCampaign can also be used close to the end of the end of spend to see how the ad performed in-market overall and whether it has the potential to go any further.