Above the line(ATL)
Advertising
Advertising
Above the line (ATL) is advertising through broad-reach media such as television, radio, outdoor advertising and newspapers. It usually focuses on building brand awareness among a large audience.
ATL distributes a message through mass media rather than addressing each person individually. Examples include TV commercials, radio spots, cinema advertising and bus-shelter campaigns. You can still select by region, programme or readership; broad reach does not mean making no audience choices.
ATL is often contrasted with below the line (BTL): more targeted activities such as direct marketing and sales promotions. Through the line (TTL) combines broad brand communication with targeted follow-up. This is a different meaning of TTL from Time To Live in DNS and caches.
The boundary is less clear in online marketing. An online video campaign can serve the same purpose as a TV commercial, while the same advertising platform also supports targeted follow-up. Consider the campaign's purpose, reach and role rather than just its ATL or BTL label.
Tip
Do not judge an awareness campaign solely on immediate sales or the last click. Also consider reach, repeated exposure and research into recognition of your brand.
Related terms
- Media mixThe media mix is how your budget is split across channels: search, social, email, display, offline and everything between.
- Marketing mixThe marketing mix consists of connected decisions about product, price, place and promotion: the 4 Ps. For services, these are often extended to 7 Ps with people, process and physical evidence.
- Brand awarenessBrand awareness is how far your audience knows your brand and mentions it spontaneously when thinking about your category.