Where does internet marketing belong: ATL or BTL?

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Nowadays, traditional ATL is more difficult to distinguish from BTL advertising: companies have gained access to both a mass audience and the ability to precisely target advertising, as well as interact with customers through various online platforms. Therefore, some experts believe that the division into ATL and BTL is outdated. Other marketers propose a new category – TTL, which combines elements of both ATL and BTL.

Frequently asked questions about ATL marketing list of rv owners and BTL advertising

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Let's consider the main approaches:

The traditional ATL approach includes TV, print, radio, and outdoor advertising. Some marketers classify Internet marketing as BTL or TTL.

The term “internet marketing” is often considered synonymous with TTL marketing, as it provides access to both a wide audience and highly targeted advertising.

The division into ATL and BTL may depend on the size of the audience you are addressing. For example, in countries where Internet marketing is less commonly used, it is often classified as BTL on the web.

Also, the division into ATL and BTL may depend on the type of advertising. For example, videos can be considered an ATL channel, since all network users can see them. At the same time, targeted and contextual advertising will most likely be classified as BTL, since only certain audience segments see it.

How did the names "ATL" and "BTL" come about?
There is a version according to which one of the largest companies in the consumer goods market (probably Procter & Gamble), when planning the total amount of the advertising budget, distributed it among various media: television, magazines, outdoor advertising, etc.

However, the amount received turned out to be less than the planned advertising budget. The company decided not to spend the rest of the money on advertising in the media. The specialists drew a line on a piece of paper. The money that was below the line was spent on distributing samples, holding lotteries and other events to stimulate buyers. At the same time, part of the funds allocated for mass advertising turned out to be above the line.