ATL Campaigns
ATL campaign or Above the Line campaign is an often-used jargon in the advertising industry. Advertising goes hand in hand with the evolution of technology and for this reason, „the line” plays a separation role between the traditional and unconventional means of communication, that has evolved at a rapid pace over the past decades. However, ATL mainly refers to the mass-communication media, such as:
TV
media broadcast, TV stations, TV shows
Radio
local, national or international radio stream stations
newspapers, magazines, special edition prints
Websites
advertorials and special projects
ATL campaigns
Television
Taking your brand on TV or the main national or international media outlets is not an easy job, and certainly not a cheap tactic your brand would go for. But it is paying off.
ATL media
Traditionally, ATL campaigns refer to TV and radio commercial broadcasts. Choosing the more suited TV stations, TV shows and the broadcast time to touch your target audience requires in-depth analyses of the media landscape.
Key Peformance Indicators in ATL
Good marketing campaigns must successfully balance the budget, the timing, the frequency, in order to reach as many as potential customers in the crucial point of contacts with your brand, leading to acquisition. You think it is easy?
ATL campaigns
Strategy definition
Investigating the technical aspects
Designing the media plan
Choosing the most suited media channels
Ensuring compliance
legal regulations of the domain
Leasing with media
Negotiating and signing ad-placement contracts
Reporting on the performance
Report the main KPIs for the campaign
ATL Campaigns
Our experience consists in designing, implementing and reporting re/branding and promotional campaigns (e.g., Black Friday) for national and international top-leading brands in retail, FMCG and technology. SUSTENOBIL PR/ODUCTION provides integrated communication campaign management, at local, national and international levels, including media buying, designing special projects and advertorials on the generalist and niche media outlets in 9 countries from Central and Northern Europe:
Central Europe
Romania, Hungary, Czechia, Poland, Slovakia.
Northern Europe
Norway, Sweden, Denmark, Finland.