Above the line, acronym ATL, defines non-targeted (“mass”) communication and marketing activities that target very large, generalist audiences.
Included in this categorisation are all activities that are delivered on “mass” media, such as TV (linear), radio, cinema, print media, just to name the main ones.
Precisely because of the media and channels used, above-the-line communication and advertising requires substantial investment and is mostly suitable for brand awareness strategies.
With the advent of digital, the basket of media that can be used for ATL communication activities has been enriched: from media for out-of-home advertising campaigns , to media for guerilla marketing, to those for product placement.
Although digital communication and advertising have, in fact, opened up new channels and tools that are even more immersive, effective and measurable, investments in above-the-line (ATL) communication continue to confirm how this type of communication and advertising is still attractive to many companies and brands.
High visibility, ability to capture the attention of potential consumers, diverting them from their own activities, are definitely the two characterising aspects of above-the-line communication – ATL.
Generalising, we could say that ATL communication is mostly suitable for brands of consumer products and services, such as food&beverage, personal care.
In these cases, the objectives of campaigns remain mostly related to the need to strengthen brand image and convey brand values.
