What is above the line (ATL) marketing

ATL Above the Line Marketing ATL, or Above the Line marketing, is a term used in marketing and advertising for traditional marketing tactics aimed at the general public. These tactics often include television, radio, print and billboards. The main goal of ATL marketing is brand building and reaching as wide an audience as possible. This approach can be very effective for raising brand awareness, but it can also be fairly expensive and less targeted than some other marketing strategies.

Definition of ATL marketing

ATL marketing is used to reach the general public through mass media such as television, radio, print and billboards. This type of marketing is often used for brand building and for raising awareness of a product or service among a large number of people. For example, a global soft drinks company might use ATL marketing strategies, such as television advertising or billboards, to raise awareness of a new drink.

Examples of ATL marketing

Advantages of ATL marketing

Disadvantages of ATL marketing

Editor’s tip

Personally, I think ATL marketing is a great way to raise brand awareness, but it is important to plan carefully and take a strategic approach to this form of marketing. If you have sufficient financial resources and are targeting the general public, ATL marketing can be very effective. However, if you have a limited budget or are targeting a specific group of people, it is better to look at BTL marketing.

What is above the line marketing and where the name comes from

Above the line marketing is communication delivered through mass media to a broad audience. You pay for space or airtime, and you do not choose exactly who sees the message. The name comes from how advertising agencies used to bill their work. Agencies earned commission from media owners when they booked advertising space. Other work, such as direct mail, sales promotions or in-store displays, was charged to the client as a separate fee. In the agency’s accounts, the commissioned mass media items sat above a line and the fee-based activities sat below it. The accounting habit has faded, but the labels are still in use.

Today the line is less about billing and more about the type of contact. Above the line activities speak to many people at once and work over a longer period. Below the line activities speak to smaller, defined groups and usually ask for a direct response.

Above the line and below the line marketing compared

The two approaches are not rivals. They do different jobs, and most brands use both.

• Audience: ATL reaches a mass, largely anonymous audience. BTL reaches selected groups such as existing customers, trade fair visitors or newsletter subscribers.
• Goal: ATL builds awareness and long-term brand memory. BTL drives a specific action, such as a purchase, a sign-up or a request for a quote.
• Channels: ATL uses television, radio, press, outdoor and cinema. BTL uses direct mail, email, events, sponsorship, point-of-sale materials, samples and sales promotions.
• Measurement: ATL is judged by reach, frequency and brand awareness surveys. BTL results can usually be counted directly through responses, codes or sales.
• Budget: ATL needs a larger budget to achieve enough reach. BTL can start small and grow.

Digital channels blur the line. Online video or display advertising can reach millions of people, which resembles ATL. It can also be aimed at narrow groups, which is typical of BTL. When you combine both approaches in one campaign, this is often called through the line (TTL) marketing.

How to plan an above the line campaign

• Define the goal: Decide whether you want to introduce a new brand, launch a product or change how people see you. Give one campaign one main goal.
• Describe the audience: Even a mass media campaign needs a clear picture of who you want to reach. This helps you choose the right stations, titles or locations.
• Match channels to the message: A product that needs demonstrating suits television or video. A short, simple message suits outdoor. Detailed information suits print.
• Plan reach and frequency: People rarely remember an advert they have seen once. Appearing repeatedly in fewer channels usually works better than appearing once everywhere.
• Connect it with BTL: Give people a next step, such as a website, a store visit or an offer, so the awareness you build can turn into sales.
• Measure before and after: Run a brand awareness survey before and after the campaign, and watch for changes in direct website visits, enquiries and sales.

A common mistake is treating ATL as a one-off burst. Awareness fades without repetition, so plan for continuity even with a smaller budget. For example, a $20,000 budget spread steadily over several months may leave a stronger impression than the same amount spent in a single week.

Frequently asked questions about above the line marketing

What is above the line marketing?

Above the line marketing is advertising through mass media such as television, radio, press and billboards. It aims to reach as many people as possible and to build brand awareness rather than to trigger an immediate purchase.

What is the difference between above the line and below the line marketing?

Above the line marketing addresses a broad, anonymous audience through mass media. Below the line marketing targets defined groups through channels such as direct mail, events, email or sales promotions, and asks for a direct response. ATL builds awareness, while BTL turns interest into action.

Is digital marketing above or below the line?

It can be either. Broad online video or display campaigns work like ATL, while targeted email or personalised offers work like BTL. Many digital campaigns combine both, which is known as through the line marketing.

Is above the line marketing suitable for small businesses?

It can be, if you choose local channels such as a regional radio station or a few billboards in your area. If your budget is limited or your customers form a narrow group, BTL activities usually give you more control over spending and results.