They consist of advertising activities that are largely not targeted to a particular segment and have a broad reach. ATL communication is done to build the brand and inform customers about the product. Conversions are given less importance in above-the-line advertising. It is used in conventional media, such as television, radio, magazines and newspapers.
Generally, ATL or Above The Line actions are used for brand development and providing information to consumers about various things related to the product. Under this concept, aspects such as conversions are not as relevant as they might be in other types of marketing efforts.