What is below-the-line (BTL) advertising?
– Definition: Below-the-line advertising uses non‑mass‑media channels to reach specific groups of potential buyers directly. Examples include targeted online ads, email and direct mail, trade shows, catalogs, in‑store demonstrations, and pay‑per‑click search ads.
– Purpose: Instead of broadcasting a message to a broad audience, BTL aims to engage likely buyers with more personalised, trackable interactions.
Key terms
– Above‑the‑line (ATL): Mass‑market media such as TV, radio, billboards, newspapers, and film used primarily to build broad brand awareness.
– Conversion: A desired action by a recipient of marketing (e.g., purchase, sign‑up, download).
– ROI (return on investment): (Revenue − Cost) / Cost. Measures how much return a campaign generated relative to its expense.
How BTL differs from ATL (short)
– Reach vs. precision: ATL casts a wide net; BTL targets narrow segments.
– Cost: ATL placements (e.g., national TV) are usually far more expensive per insertion. BTL channels are typically cheaper and easier to scale.
– Measurement: BTL methods (email links, PPC tracking, event leads) make it easier to measure clicks, signups, and purchases than many ATL channels.
– Role: ATL is often used for brand building; BTL is used for direct response, lead generation, and customer engagement. They work well together.
Common BTL channels and what they’re good for
– Targeted online marketing (social ads, search ads): Precise audience filters (demographics, interests, search intent); good for driving website visits and measurable conversions.
– Direct mailing and catalogs: Tangible, useful for audiences who respond better to physical mail or are less online; still effective for some older demographics.
– Trade shows, presentations, in‑store demos: Face‑to‑face contact that builds trust, answers questions, and can close sales on the spot.
– Email marketing and newsletters: Low cost, highly trackable, and effective for nurturing repeat buyers.
Advantages of BTL advertising
– Lower absolute and per‑prospect cost than most national media.
– Better targeting and personalisation.
– Clearer measurement of response and conversion metrics.
– Easier to scale up or down and to run A/B tests.
– Stronger potential for building direct customer relationships.
Practical checklist before launching a BTL campaign
1. Define objective: awareness, lead generation, direct sales, signups, etc.
2. Identify precise target audience and buyer profile.
3. Choose the right BTL channel(s) for that audience.
4. Set measurable KPIs: e.g., clicks, cost per acquisition (CPA), conversion rate.
5. Prepare creative and calls to action tailored to the channel and audience.
6. Estimate budget and run small tests (pilot A/B tests).
7. Implement tracking (UTM tags, conversion pixels, lead forms).
8. Monitor performance, calculate CPA and ROI.
9. Iterate, scale up winning variations, pause underperformers.
10. Ensure compliance (privacy laws, opt‑out options, data handling).
Worked numeric example — targeted email campaign (illustrates measurement and ROI)
Assumptions
– List size (emails delivered): 10,000
– Cost components: creative/design $200 + sending/list fee $0.01 per email = $100 → total cost $300
– Click‑through rate (CTR): 3% of delivered emails → 10,000 × 0.03 = 300 clicks
– Conversion rate on clicks: 10% → 300 × 0.10 = 30 purchases
– Average order value (AOV): $80
Calculations
– Revenue = 30 purchases × $80 = $2,400
– Cost = $300
– ROI = (Revenue − Cost) / Cost = (2,400 − 300) / 300 = 2,100 / 300 = 7 → 700% (i.e., $7 returned for every $1 spent)
– Cost per acquisition (CPA) = Cost / Conversions = 300 / 30 = $10 per sale
What this shows
– You can track how many recipients clicked and purchased, enabling precise CPA and ROI calculation.
– Results depend heavily on CTR, conversion rate, and AOV. Small changes in those inputs materially change outcomes.
When to combine BTL and ATL
– Use ATL to create broad awareness and brand recognition when you need large‑scale reach.
– Use BTL to capture interest and convert specific audiences identified by ATL or other research.
– Integrated campaigns often perform better: a national campaign raises awareness, while targeted follow‑ups (email, search ads, local events) turn interested people into customers.
Limitations and important considerations
– BTL works best when you’ve done audience research and segmentation.
– Quality of creative, relevance of offer, and proper tracking are critical.
– Privacy rules and opt‑in requirements (email laws, data protection) must be followed.
– Not every product or audience is suited to every BTL channel; test before scaling.
Sources
– Investopedia — “Below-the-Line Advertising” (Investopedia) https://www.investopedia.com/terms/b/below-the-line-advertising.asp
– Cambridge Dictionary — “Below-the-Line” https://dictionary.cambridge.org
– LinkedIn Marketing Solutions — “Get Started With LinkedIn Ads” https://business.linkedin.com/marketing-solutions/ads
– Pew Research Center — “Share of Those 65 and Older Who Are Tech Users Has Grown in the Past Decade” https://www.pe
wresearch.org/
– Interactive Advertising Bureau (IAB) — https://www.iab.com/
– Federal Trade Commission (FTC) — https://www.ftc.gov/
Educational disclaimer: This information is for educational purposes only and not individualized investment, legal, or marketing advice. Evaluate your own objectives, compliance obligations, and risks before acting; consult licensed professionals when needed.