What is above the line (ATL)? ATL vs BTL vs TTL in marketing

Do you know the most basic terms in marketing? ATL, BTL and TTL are three of the basic terms used most often. Above The Line as well as Below The Line and Through The Line still have no established Vietnamese equivalent. Even so, they are common enough that almost every marketer knows them. In this article, Mona Media will cover the meaning of the three terms and why they are used so much in marketing.

What is ATL (Above The Line)?

ATL is an English term, short for “Above The Line”. It is a form of traditional marketing. The term refers to advertising through mass media, including television, radio, newspapers, magazines, outdoor advertising and online ads.

In Above The Line (ATL), companies use general advertising. Ordinary or more advanced ad formats, all with the same goal of reaching the whole market. Through campaigns on big media channels, a business reaches a large number of potential customers. However, customers do not always pay attention to these ads.

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Main promotion types in ATL

Here are some common Above The Line formats in marketing:

• TV advertising: TV advertising is the most common ATL format in marketing. Because television reaches many people on many channels, its influence is large. A business can promote a product or service to a huge pool of potential customers, while also raising brand awareness and making an impression.
• Newspaper and magazine advertising: Ads in traditional newspapers and magazines are also a common form of Above The Line advertising.. This helps a business reach customers in a specific age group or audience. It also adds credibility to the product or service.
• Billboards and outdoor advertising: Billboards let a business promote its product to a large number of potential customers in a given area. With a good location and eye-catching content, outdoor LED screens quickly draw customers' attention.
• Online advertising: Online ads are a newer form of ATL, but they have quickly become popular. Customers today consume more and more services online. So ads on websites, social media, blogs, email and other formats let a business reach many potential customers quickly.

Pros and cons of Above The Line communications

Pros of Above The Line

• Wider and broader reach than BTL, and messages spread easily across big platforms.
• It has influence, grabs strong attention and increases market penetration.
• It leaves a deep impression on customers and puts your brand in their minds for the next purchase.
• It pays off for long-term investment in brand recognition across the whole market.

Cons of Above The Line

• High cost. A single Above The Line ad on a mass medium such as TV can cost millions of USD (hundreds of millions of VND, even billions).
• Hard to measure in concrete numbers (OOH ads), so you cannot calculate the impact and return on investment (ROI). You can estimate how many people might watch a show or TV at the time your ad airs, or estimate the readership of a newspaper or magazine for print ads. But none of that gives you real insight into consumer behavior and preferences.
• Low engagement, because information flows one way.
• It puts heavy pressure on the budget if you want to run a long-term marketing strategy.

Who uses Above The Line marketing

Companies and businesses that work B2C (business to customer). ATL gives them maximum results because the customer base that Above The Line aims at is broad. These companies can reach a large and varied group of target customers.

How to measure ATL results

Factors marketers use to measure ATL results:

• Reach – Reach of the campaign
• Frequency – Frequency of impressions and appearances
• GRP (GRPs: Gross Rating Point) – Unit for measuring ad space and duration

Examples of Above The Line marketing

TV advertising

Coca-Cola ran a 2012 campaign called “The Polar Bowl”. It is an example of Above The Line marketing from the soft drink giant. The campaign was a big hit: more than 9 million people were curious what the bears in the video would do next. The clip was also shared by many users right after they watched it.

OOH – outdoor advertising

Examples of outdoor advertising include flags, banners, wraps and billboards. Below is an OOH ad by MC Coffee.

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What is BTL (Below The Line)?

BTL stands for “Below The Line”, a concept in the field of Marketingmarketing. BTL is a direct marketing technique that creates direct interaction with customers. Instead of using general media channels to promote a product or service, businesses use BTL. It is meant to create a real, creative, interactive experience between the customer and the product or service.

BTL activities usually include events, exhibitions, giveaways, promotions, prize contests and ads in the form of visual merchandising. These activities are run professionally and in an organized way. They make a strong impression on customers and raise the brand awareness of the product or service in their eyes.

Main promotion types in BTL

• Events:Events are a very common BTL channel, especially for new products or services.. At these events customers try the product or service first-hand. That helps them understand it better, and it also shows the brand's creativity and leaves an impression.
• Exhibitions: At an exhibition, companies can show their latest products, services and technology to draw customers' interest. A company can reach its target customers easily, present information about its products or services, and work directly with customers and partners.
• Sampling: This is considered the most effective BTL format for consumer products.. Customers try the product for free before they decide to buy. This builds trust in the product and lifts sales.
• Promotions: Promotions are a common BTL format for boosting sales. They also ease the pressure of clearing out overstocked products. A promotion is usually designed as a mix of products at special prices, free gifts or discounts.
• Gifting: This Below The Line format is similar to a promotion. Gifts add some fun and leave a good impression on customers. A gift looks like a small thing, but it plays a big part in promoting a brand and driving sales.
• In-store media: When customers come to a store, a counter or a shopping mall,. in-store media promotes the product or service. This strengthens brand awareness and reaches customers effectively.

Who uses Below The Line marketing

Below The Line marketing is usually used by B2B (business to business) companies. BTL in marketing targets specific segments, for example people who like music, reading, sports and so on. Below The Line activities are smaller in scale and scope than Above The Line. However, B2C companies can also use BTL.

How to measure BTL results

BTL can accurately measure the conversion rate while the campaign runs. For example, in Digital Marketingthere are several key performance indicators, such as:

• Number of website visits (Traffic)
• Engagement
• Click-through rate (Click-through rate)
• Conversion rate (Conversion rate)
• Average cost per click (Cost per Click)

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ATL (Above The Line) vs BTL (Below The Line)

ATL and BTL are both concepts used in advertising and marketing. They differ in the following ways:

• Target area: ATL targets the broad public, while BTL mainly targets potential customers and existing customers.
• Cost: ATL costs more than BTL. Media advertising such as TV ads and full-page ads in magazines and newspapers is expensive. BTL focuses on smaller activities, such as email marketing campaigns or small events.
• Effectiveness: With its broad reach, Above The Line can create many first impressions. Below The Line, by contrast, lets a business interact directly, aiming straight at potential and existing customers. So BTL does more than ATL to raise conversion and sales.
• Who uses it: ATL is usually used by large companies with big marketing budgets. BTL is usually used by small and medium companies with lower budgets.

Both can deliver strong results for a business. But if your budget is very large, TTL is the best choice.

What is TTL (Through The Line)?

TTL stands for “Through The Line”, a newer approach in marketing. TTL combines the two traditional ad formats, “Above The Line” (ATL) and “Below The Line” (BTL), into one integrated marketing strategy. Its importance keeps growing today.

In TTL (Through The Line), ATL formats build brand awareness and reach a mass audience of consumers. BTL formats raise engagement and build relationships with customers, through both direct and indirect channels.

So TTL is an advertising strategy that integrates ATL and BTL formats. The goal is to reach potential customers and existing customers alike. This creates a great experience, strengthens brand awareness and gets the most out of the business.

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Main promotion types in TTL

Here are some common TTL (Through The Line) formats in marketing:

• Co-marketing partnerships: E-commerce is a typical example, where websites team up to share benefits and promotions with customers.
• Promotional campaigns: The aim of this Through The Line format is to encourage customers to try a product or service, while building engagement and strengthening the relationship between brand and customer.
• Integrated event PR and communications: Event PR is a strategy built on organizing large or small events. It creates a connection between consumers and a new or updated product or service.
• Direct response advertising: This links directly with consumers through email campaigns, SMS or phone calls. Direct response advertising strengthens the relationship with customers and increases sales.
• Multi-channel commerce management: Managing the different channels used to reach customers, both traditional sales channels and online channels, such as a sales website, social media and email marketing. Consumers meet the product or service through many channels, which builds engagement and trust in the brand.

Should you use ATL, BTL or TTL?

Choosing between Above The Line and Below The Line depends a lot on the business's goals and marketing strategy. So there is no way to say you should use ATL, BTL or TTL across the board. To know which one suits your business, you need to research it carefully.

If a business wants to promote its brand, raise its valuation and make an impression on the mass market, ATL is a good choice. If it wants to interact directly with customers, strengthen customer relationships and improve marketing results, BTL is the better choice. Compared with using ATL or BTL alone, some large businesses choose TTL.

To decide which marketing method fits your business, look closely at the campaign goals, the target audience, the budget and other factors. If you can, use both ATL and BTL, because that gives you variety and gets the most out of the campaign.

Advertising on major media is quite expensive. Some large businesses use both types of marketing. Choosing TTL, “Through The Line”, which combines “Above The Line” (ATL) and “Below The Line” (BTL), can give better results in a marketing campaign.

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Conclusion

That covers the basics of Above The Line, Below The Line and Through The Line in marketing. Among the three formats, ATL, BTL and TTL each have their own pros and cons. Businesses need to weigh them carefully to choose the marketing method that best fits their goals. MONA Media hopes you can make the final choice for your business. The right choice can bring big success.

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