Yes, we said it. Always-on is still in. And not just for awareness plays: it’s a foundational layer of any performance marketing strategy that wants to deliver long-term impact, not just short-term wins. Let’s break down what always-on actually means today, why it works, and how brands can (and should) make space for it in their digital media mix.
First, What Is an Always-On Campaign?
An always-on campaign is exactly what it sounds like: a search or social campaign that runs continuously over an extended period of time. Unlike time-bound bursts (think: holiday promos, tentpole events or new product launches), always-on campaigns are live year-round. They aim to keep your brand top of mind, your content visible, and your audience engaged, no matter the season.
But don’t confuse always-on with “set it and forget it.” Smart marketers know these campaigns require ongoing optimization to stay efficient and effective.
Why Brands Walk Away from Always-On (and Why That’s a Mistake)
In recent years, some brands have pulled back on always-on strategies in favor of full-funnel bursts or moment-based media. The thinking is: “Why spend steadily when I can go big during key shopping windows and drive fast results?”
The logic isn’t wrong, but it’s incomplete.
What happens in between those bursts? Your brand disappears. And when you go dark, performance suffers. According to Meta, advertisers who pause campaigns often face higher CPMs and longer learning phases when they return, ultimately hurting efficiency and ROAS.
Plus, recent trends in consumer behavior don’t support an on-again, off-again strategy. Consider:
- 68% of shoppers say they begin researching a product before they’re ready to buy (Google/Ipsos).
- On Amazon, 75% of conversions happen after more than one day (Amazon Ads internal data).It takes 7+ brand touchpoints before a consumer is ready to make a purchase (Google).
All of this reinforces a key point: you can’t just show up when it’s convenient.
Always-On Campaigns Drive More Than Awareness
Let’s be clear: we’re not just talking about upper-funnel efforts. A well-structured always-on campaign supports every stage of the funnel, from discovery to consideration to conversion.
Here’s what that looks like in action:
- Discovery: Paid social, influencer content, and connected TV can keep your brand in front of new audiences consistently, even when you’re not in promo mode.
- Consideration: Retargeting campaigns, search ads, and native placements help you stay present as users do their research.
- Conversion: Affiliate, display remarketing, and retail media (like Amazon DSP or Instacart) capture bottom-funnel shoppers when they’re finally ready to buy.
This continuity matters. We’ve seen it firsthand at Code3: brands that maintain a persistent presence, especially across commerce media platforms, often outperform those that go dark or pull back between big pushes.
What Always-On Looks Like in 2025
Today’s always-on doesn’t mean running the same creative for 12 months straight. The smartest brands evolve their messaging throughout the year based on what’s relevant to their audience and category.
At Code3, we help brands approach always-on with agility:
- Creative Rotation: Plan for creative refreshes every 4–6 weeks to avoid fatigue and keep performance up.
- Budget Flexibility: Instead of static monthly spends, reallocate budget based on demand signals, product seasonality, and competitive movement.
- Platform Strategy: Diversify across Meta, Google, TikTok, Amazon, and more, because reach and relevance go hand-in-hand.
- Continued Optimization: Adjustments as necessary based on campaign learnings such as adjusting targeting and exclusions where applicable can assure performance continues to drive strong results.
We also track platform learning phases closely. Frequent campaign restarts don’t just eat budget, they delay results. An always-on foundation gives algorithms time to optimize and scale efficiently.
So, What’s the Play?
If your brand has been leaning all-in on campaign bursts or seasonal surges, it’s time to rethink your approach. A balanced strategy, anchored by an always-on presence and supported by bursts when it counts, delivers stronger results and more stable performance.
Here’s what we recommend:
- Start with your high-value products. What do customers buy all year? Build an evergreen funnel around those SKUs.
- Leverage always-on for education. Not every user is ready to buy. Use content to inform and nurture.
- Keep remarketing live. You’ve already paid to get users to your site, get in front of them through prior ads or to get them to your detail pages - don’t let them fall through the cracks.
- Use full-funnel bursts to layer on top. Peak moments should amplify, not replace, your core foundation.
Final Take: Don’t Sleep on Steady
In a world where media budgets are scrutinized and performance is everything, brands can’t afford to disappear. Always-on campaigns ensure you’re showing up where and when it matters, even when it’s not a flashy tentpole moment.
At Code3, we believe the best digital strategies blend consistency with creativity, data with instinct, and performance with patience. Always-on campaigns deliver on all of the above. So while the platforms, tactics, and tools may keep evolving, some fundamentals still hold true. Always-on isn’t just a relic of the past. It’s a requirement for brands building for the future.