Above The Line (ATL) refers to marketing activity aimed at a broad audience through high-reach media. Its primary purpose is usually to build brand awareness and reach a mass market.
Examples of ATL activity
- television and radio campaigns,
- out-of-home advertising such as billboards and city media,
- press campaigns and broad-reach video formats,
- sponsorships and other activities designed for mass reach.
When is ATL used?
ATL is useful when a brand wants to increase reach or product awareness quickly. Results can be assessed through reach, contact frequency, brand-awareness lift, and the campaign's influence on interest in the offer.