Is there still real value in ATL advertising?
ATL advertising remains an effective tool for reaching mass audiences, however, with the increasing pervasiveness of digital and social media channels, the usefulness of ATL channels is being called to question. This is especially crucial because of the expensive nature of ATL both in creation and deployment of the content.
The discussion aims to review some key points which will hopefully, assist marketing professionals in taking more informed decisions on where to commit marketing spend and how to skew allocated budgets to get maximum value from advertising campaigns.
a. Besides aiding top of mind awareness, what real value can be derived from ATL?
b. Based on the more targeted nature of digital and the prevalence among urban and sub-urban dwellers, do we skew more of our marketing budget to digital, especially as ATL remains so expensive?
c. Analysing performance/value add – how can we test real value that lends profitability to business (in real figures) from ATL campaigns?
d. How targeted can we get with ATL advertising?
e. Do we have to commit huge budgets to advertising to get noticed?