Planning fundamentals
Pulsing
Pulsing is a flighting pattern that maintains a continuous low level of activity with periodic bursts of heavier spend around demand peaks, promotions or cultural moments. It balances always-on presence with the impact of concentrated weight, without the dark periods of pure burst flighting.
In practice
Pulsing suits categories with baseline demand plus predictable spikes: retail salary cycles, travel booking windows, seasonal gifting. The base layer keeps demand capture running while bursts win the moments that matter.
The pacing baseline must reflect the pulse shape, or every burst will trigger a false overspend alert.