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Web & Internet Definitions

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Definition of Above The Line

Above the line (ATL) is synonymous to mass marketing, big splash advertising, whereas BTL is data driven, highly measurable and focused on customer acquisition and retention programs.

Above-the-line marketing that utilizes generic messages' effervescence to build awareness is no longer the best way to influence customer behavior, however, below-the-line initiatives are more successful because they stress targeted and customer-centric communications. Below-the-line also creates measurable results and ROI metrics, which are important to marketers under growing pressure to prove the value of their campaigns. We expect that this demand for quantitative results will continue to intensify for at least the next five years.