ATL and BTL are common marketing abbreviations that stand for “above the line” and “below the line” strategies. They refer to different approaches to promoting a product or service.
What is ATL marketing?
ATL marketing refers to mass media advertising channels. “Above the line” refers to spending on mainstream paid advertising such as:
- TV commercials
- Radio ads
- Print ads (newspapers, magazines, brochures)
- Billboards and outdoor advertising
- Digital ads (Google, Facebook, display ads)
ATL is “above” the advertising line in a marketing budget and aims to reach a broad audience through mass media. The goal is to build brand awareness and reach on a large scale.
Characteristics of ATL marketing
- Uses mass media for a broad reach
- Impersonal – targets a mass audience
- Expensive due to media costs
- More passive communication style
- Difficult to track direct sales impact
What is BTL marketing?
BTL stands for “below the line” marketing. It refers to less conventional, more niche marketing techniques that target a specific audience. Common BTL strategies include:
- Targeted email campaigns
- Direct mail offers
- Loyalty programs
- Events, seminars, conferences
- PR stunts and activities
- In-store displays and promotions
- Product sampling
- Contests and giveaways
- Partnerships and co-branding
- Street teams handing out flyers
- Telemarketing and cold-calling
BTL focuses on more personal, tailored messaging to specific segments. The goal is to drive engagement and conversions on a local level.
Characteristics of BTL marketing
- More targeted to specific groups
- Interactive and engaging
- Lower cost than mass media
- Measures direct impact on sales
- Drives tangible actions vs only awareness
Differences between ATL and BTL
Here is a comparison of ATL and BTL marketing strategies:
| ATL Marketing | BTL Marketing |
|---|---|
| Mass audience reach | Focused on specific segments |
| Brand and awareness focused | Direct response focused |
| Broad targeting | Personalized messaging |
| Passive communication | Interactive engagement |
| Higher cost | Lower cost |
| Harder to measure ROI | Measurable impact and conversions |
While ATL drives brand awareness on a large scale, BTL focuses on converting specific target groups through personalized engagement. ATL aims to reach the masses, while BTL zeroes in on strategic segments that are more likely to respond.
When to use ATL vs BTL
Most brands utilize a mix of ATL and BTL strategies for a complete marketing approach. Here are some best practices on when to emphasize each:
Use ATL when:
- Launching a new product or brand
- Building widespread brand awareness quickly
- Promoting to a broad consumer base
- Increasing visibility rapidly on a large scale
- Targeting geographically dispersed audiences
- Raising your media profile
Use BTL when:
- Engaging specific niche segments
- Driving conversions and direct sales
- Connecting locally or one-on-one
- Adding an interactive/experiential element
- Activating grassroots or guerilla tactics
- Testing concepts or trial campaigns
- Adding creativity on a budget
ATL marketing examples
Here are some examples of prominent ATL marketing campaigns:
Coca-Cola
Coca-Cola has run TV ads every year since 1955, helping build one of the world’s most recognized brands. Their ubiquitous ads aim to inspire a global emotional connection with the Coca-Cola lifestyle.
Nike
Bold Nike print and TV ads have cemented the slogan “Just Do It” in pop culture since 1988. Their big budget ATL campaigns link Nike’s brand image to superstar athletes and sports teams worldwide.
Apple
Apple’s game changing 1984 Super Bowl ad launched the Macintosh computer in dramatic fashion. Their sleek ATL ads project Apple’s brand identity on a massive scale.
Budweiser
Budweiser’s humorous Super Bowl commercials and glossy magazine visuals featuring puppies and Clydesdale horses have injected personality into the brand on a broad level through ATL.
BTL marketing examples
Here are some impactful examples of BTL marketing campaigns:
Red Bull
Red Bull built their extreme sports brand through edgy BTL stunts like the Flugtag (people flying off ramps in homemade flying machines) and space jump from the stratosphere.
Guinness
To engage drinkers, Guinness has carved out a niche with creative BTL like setting the world record for the fastest 100 meter dash in high heels.
Nestle
Nestle increased ice cream sales in summer with the BTL tactic of sending out branded ice cream trucks to play music and sell treats to kids.
Taco Bell
Taco Bell generated buzz by setting up a pop-up hotel in Palm Springs as an immersive BTL experience for super fans.
Integrating ATL and BTL
Most brands utilize ATL and BTL together in a strategic marketing mix:
- ATL builds broad brand visibility and larger scale awareness as a foundation.
- BTL then generates specific engagement and conversions from high value segments.
- ATL advertising can drive interest and traffic to BTL activations and events.
- BTL provides a more tactile, humanized experience of a brand.
- Together, ATL + BTL combine brand visibility with personalization.
Some examples of effective integration between ATL and BTL:
- A TV campaign with a call to action to join an email list or social media group.
- Billboards that advertise a local store event or sale.
- Magazine ads that promote an upcoming webinar.
- Facebook ads targeted to people near an in-store demo.
- Radio spots that talk up a new product and sampler distribution.
Pros and cons of ATL vs BTL
Here is a summary of the key benefits and limitations of ATL and BTL marketing:
ATL pros:
- Broad reach and high visibility
- Builds widespread brand awareness
- Big impact and fast results at scale
- Authoritative mass communication
ATL cons:
- Very expensive
- Cluttered space competing for attention
- Difficult to differentiate brand
- Hard to measure concrete ROI
- Creative restrictions on some media
BTL pros:
- Tailored to specific target segments
- Interactive, hands-on engagement
- Builds personal customer connections
- Measurable conversions and sales impact
- Lower cost than mass media
BTL cons:
- Narrower audience reach
- Not efficient for mass awareness
- Can get lost in the clutter of other local promotions
- Hard to scale and replicate
- Trust and credibility lower than ATL
Best practices for ATL and BTL
Some best practices for executing ATL and BTL strategies effectively include:
For ATL:
- Invest in high quality creative from top agencies
- Ensure unified messaging across all channels
- Leverage emotion and storytelling over hard sell
- Purchase placements strategically based on reach and frequency modeling
- Set specific reach and awareness goals
- Optimize budget between national, regional and local spending
For BTL:
- Identify high potential niche target groups
- Create specialized, relevant offers and messaging
- Develop interactive, innovative experiences
- Localize tactics with partners and geo-targeted digital
- Have a solid call to action and response mechanism
- Track performance diligently by segment and channel
The future of ATL and BTL
Looking ahead, ATL remains essential for big, bold brand messaging to mass audiences. But marketers continue shifting budgets to more targeted, measurable BTL efforts. Some predictions for ATL and BTL strategy evolution include:
- Digital channels keep gaining share of ATL ad spending
- BTL embraces virtual experiences, AR, VR to enhance live events
- Influencers become a key BTL activation
- Shopper marketing rises as the ultimate sales-driving BTL
- Attribution modeling and data integration improves ROI measurement
- Global and local campaigns balance through “glocalization”
- ATL reinvents itself to be more interactive and engaging
As consumer attention spans get shorter, the experiential nature of BTL becomes more important for brands. But ATL retains its powerful role in efficient reach and prestige. Strategic marketers aim to unite the best of both disciplines – fame through ATL and fortune through BTL.
Conclusion
ATL marketing utilizes paid mass media like TV, radio and print to drive brand awareness among a broad audience. BTL activates more niche channels like events, direct mail and digital to engage specific segments through interactivity. While ATL efficiently builds widespread visibility, BTL specializes in tailored conversations that convert customers. Leading brands employ an orchestrated mix of ATL and BTL tailored to campaign objectives and target demographics. With strategic integration, ATL’s brand muscle combines with BTL’s personal touch for complete marketing success.