The Main Pros and Cons of ATL Advertising

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ATL advertising provides access to a large audience and can be national in scope. Such marketing campaigns provide an opportunity to convey a product message to consumers even if they have not yet made a purchase.

ATL advertising helps strengthen the brand in the market, increases customer loyalty and increases recognition. Thanks to this format, customers themselves begin to associate the vadvertising slogan with the product or service.

Among the disadvantages of such advertising, one can highlight the higher cost compared to BTL. This difference is especially significant when launching advertising during premium time on marketing list of senior homes television and radio, getting advantageous places on billboards or in printed publications. However, the price is determined by the wide audience coverage, so the cost of the format is relatively low.

Another downside is the difficulty in assessing the return on investment (ROI). Since an ATL strategy is not always aimed at immediate sales, it can be difficult to understand how successful the advertising campaign was and what results it brought in the long term.


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ATL Advertising Examples
It is easier to explain the difference between ATL advertising and BTL advertising using specific examples.

Let's look at Ozon's ATL advertising . Commercials featuring famous personalities such as Dmitry Malikov and Polina Gagarina help build trust in the brand and strengthen the connection with the audience. In addition, these videos announce federal discounts and promotions, encouraging users to make purchases.

Examples of ATL advertising on ozon

Source: shutterstock.com

To achieve maximum impact and create a good impression, it is very important that the promotion is original and creative. If the advertisement combines clarity of message and creativity of design, it usually receives positive feedback.

An example of such advertising is the campaign of the Swedish agency Forsman & Bodenfors on social networks. The company carried out an unusual campaign, pointing out to users the fact that “likes” under a post do not help save children's lives in any way, unlike buying a vaccine on the site.

Let's also look at an example of a creative advertising campaign from Pizza Hut . The billboard shows a bicycle with a clock mounted on it. It is placed on the back of the thermos of the mopeds used to deliver pizza. The clock shows the time remaining until the product is delivered to customers.

Another example of creative advertising is the campaign of the marketing agency Grey from Toronto (Canada), which advertised shampoo Pantene. It used the image of the cartoon character Rapunzel with her long and strong hair. In addition, climbers installed giant pigtails on the buildings of the city of Toronto, which attract the attention of passers-by.