Leveraging Below the Line Advertising

Below the line advertising is products and services being advertised and promoted through non-mainstream media, e.g. not via radio, newspapers, and television. It is a more targeted and direct approach to connecting with audiences. 

At Drovo Media, we are transit media advertising specialists and our proprietary vehicle tracking dashboard simplifies the tracking and monitoring of taxi campaigns. Here, Drovo takes a look at leveraging below the line advertising.

Examples of Below the Line Advertising

To kick things off, let’s look at a list of some examples of below the line advertising:

• Targeted email marketing
• Mail marketing (receiving an advertisement card through your door about a product or service) 
• Google ads (localised campaigns) 
• Social media marketing
• Trade show events 
• Industry catalogues or magazines 
• Search engine marketing

A recent study found that direct mail marketing had an impressive response rate of 5.3%, compared to 0.6% for email marketing.

Researching your audience properly, understanding their needs, and targeting them effectively by meeting their needs and below the line advertising strategies can be successful and rewarding.

Above the Line Advertising

In order to compare and contrast the below the line and above the line advertising, let’s consider some examples of above the line advertising. Above the line advertising media formats with mass audiences include

• Bus stop advertising 
• Radio advertisements
• Newspaper ads
• Television commercials 
• Billboard and poster advertisements

Above the Line vs Below the Line Advertising

Above and below the line advertising adopt different tactics and have different goals. 

One fundamental difference between the two is that above the line advertising focusses on untargeted campaigns for mass audiences, whereas below the line campaigns target certain audiences.

Above the line ads ‘cast the net wider’; below the line advertising tries to connect with smaller audience groups. 

Another key difference between the two advertising strategies lies in the forms of media they use.

Below the line advertising utilises new media outside the traditional mainstream, including social media marketing, email marketing, Google ads and so on.

Through the Line Advertising

To make things a little more confusing, there’s also ‘through the line advertising, which is when advertisers blend mass audience brand campaigns with campaigns targeted at clearly defined audiences. In essence, it is a combination of above the line and below the line advertising. 

Drovo Provides Both Below the Line and Above the Line Advertising 

What if you could have the best of both worlds? Well, that’s what we offer at Drovo! Our taxi campaigns are able to supercharge your brand awareness amongst larger audiences, generating high numbers of impressions along the way.

In terms of below the line advertising and targeting smaller audiences, the taxi ‘swarms’ option we offer at Drovo can help you connect with audiences in more specific locations.

Is your brand launching a new store soon and you are looking to create awareness in the neighbourhoods or immediate street? Take a look at a taxi swarm event we ran for Rustlers in the video below to see how taxi swarms with Drovo work. 

You now ought to know more about below the line advertising and how to leverage it to connect with target audiences in OOH campaigns in an impactful way.