IT SHOULD HAVE ALREADY STARTED. That's one of the primary concerns right now.
Why would companies WAIT right up until the day they had to PAY for a service before using such a high-powered marketing service? Last time I checked companies try to trim costs whenever possible by, for instance, not waiting until they incur costs before using an available resource. Companies sitting around waiting to launch ad campaigns on the first day they will incur a cost to use the advertised service makes as much sense as a bunny with a pancake on its head.