U.S. marketers are shifting their spending from above-the-line to below-the-line marketing. ATL includes television, radio and print advertising and BTL includes database marketing, search, email and online advertising.


U.S. marketers are shifting their spending from above-the-line to below-the-line marketing. ATL includes television, radio and print advertising and BTL includes database marketing, search, email and online advertising.

ATL advertising is expected to grow 5.5% and BTL 7.8% percent annually, according to Winterberry Group Report.

According to Winterberry Group ATL marketing includes television, radio and print advertising, as well as outdoor advertising and yellow pages.

BTL marketing includes database marketing, direct mail, interactive marketing, insert media and promotional marketing. Interactive Marketing includes search, e-mail and online advertising.

To read the full report titled, “Winterberry Group Report Quantifies Fundamental Marketing Shift as Spending Moves “Below-the-Line” click here.

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