What does "Below the Line" and "Above the Line" mean?
- Stuart Bailey
- Apr 27, 2021
- 5 min read
Updated: 6 days ago
When commissioning a commercial photographer based in London, one of the most valuable things to understand is how your images will be used. Whether you’re planning a retail campaign, commissioning new event photography, updating staff headshots, or working on a specialist aviation brief, the terms ATL (Above the Line) and BTL (Below the Line) come up often in discussions about advertising and licensing.
Yet even seasoned marketers sometimes find these terms confusing. This guide breaks everything down in everyday language so that anyone—brand managers, agencies, small businesses, or creatives—can understand how ATL and BTL affect photography, image licensing, usage rights, and budgeting.
Along the way, we’ll touch on the different types of photography work often commissioned in London—including retail photography, aviation photography, event photography, and corporate headshots—so you can see how usage applies in real situations.
What ATL and BTL Actually Mean
Above the Line (ATL)
ATL refers to advertising aimed at broad, mass-market audiences. It includes the large-scale, high-impact placements that most people recognise instantly. Examples of ATL usage include:
National magazines and newspapers
Pay-per-view or broadcast adverts
Billboards, bus ads, and large-format posters
Major digital display campaigns
Cinema and streaming platform adverts
Transport hubs such as airports, train stations, and the London Underground
Because ATL campaigns often reach millions of people and rely on high visibility, the licensing requirements tend to be more comprehensive.
Below the Line (BTL)
BTL covers communication aimed at more specific groups or customer segments. Instead of reaching the entire public, BTL marketing focuses on direct or targeted engagement. Common BTL usage includes:
Social media content
Brand websites
Direct mail
Email campaigns
Printed brochures and catalogues
In-store materials
Internal company communications
Although BTL usage still sits within commercial work, the narrower audience usually means the licence and production requirements differ from ATL.
How Photography Fits Into ATL and BTL
For a commercial photographer, knowing whether the work will be used for ATL, BTL, or a mixture of both shapes the entire process: from creative direction to costings, model permissions, and the licence the client receives.
Why It Matters:
Audience size directly affects the value of the imagery
Territories (London, UK-wide, European, global) must be clear
Duration of use impacts licensing
Placement type (billboard vs. brochure) determines cost
Talent releases may need to cover wider usage
For example, a brand commissioning retail photography in London for in-store posters might only need BTL usage. But if one of those images is later chosen for a national outdoor campaign, it becomes ATL and would require an upgraded licence.
Practical Examples of ATL and BTL in Photography
Example 1: ATL in Action
A fashion brand hires a commercial photographer in London to produce a hero campaign that will appear on billboards, in magazines, and across major digital ads. This is full ATL usage due to the scale and visibility.
Example 2: Everyday BTL
A company hiring an event photographer in London to capture a conference usually uses those images for the website, internal recaps, or social channels. This sits comfortably in BTL.
Example 3: Headshots and Corporate Imagery
When a business updates staff portraits with a headshot photographer in London, the images are normally used on profiles, bios, email signatures, and LinkedIn. This is pure BTL usage.
Example 4: Specialist Situations
An airline commissioning an aviation photographer in London for interior aircraft shots may initially use the images for brochures or online material (BTL). If the same photos later appear on airport billboards, they shift into ATL territory.
Why Licensing Differs Between ATL and BTL
Licensing is central to commercial photography. It grants legal permission for the client to use the imagery for specific purposes.
Key Differences:
Reach – ATL reaches a huge audience; BTL is more targeted.
Risk – Broad public campaigns require broader permissions.
Duration and territories – A global year-long ATL campaign holds more value than a local brochure.
Model releases – Talent permissions for ATL usage must be more comprehensive.
Production scale – ATL shoots tend to require larger teams, more planning, and sometimes more complex permissions or locations.
Understanding these factors ensures your campaign is protected legally and budgeted correctly.
Choosing the Right Photographer for ATL or BTL Projects
London has specialists in every commercial photography field, so the right choice depends on your project’s purpose.
Retail campaigns often involve seasonal lookbooks, in-store displays, or lifestyle imagery. These can be ATL, BTL, or both, depending on distribution.
Aviation work requires logistical planning, airside permissions, and specialist technical knowledge. Usage is often international, so licensing must be handled carefully.
Coverage of conferences, launches, and corporate gatherings is mostly BTL, although occasionally an image may evolve into broader commercial use.
Corporate headshots sit firmly in BTL but are vital for building trust and consistency across professional platforms.
A commercial photographer based in London will advise you on usage, licensing, talent requirements, and how best to plan for ATL or BTL distribution.
Why Clients Benefit From Understanding ATL and BTL
Having a clear grasp of these terms makes your life easier when commissioning photography. It helps you:
Brief your photographer accurately
Avoid unexpected licensing costs
Plan campaigns more effectively
Understand how and where images can be displayed
Use imagery across more channels with confidence
Knowing the basics ensures your brand is protected and your visuals are used to their fullest potential.
A Quick Summary
ATL = mass-market advertising: billboards, national press, major digital campaigns.
BTL = targeted or direct communication: websites, brochures, social posts, internal use.
Licensing depends on audience size, territory, duration, and placement.
Photographers in London specialising in commercial, retail, aviation, events, and headshots all work with ATL/BTL usage regularly.
Understanding usage helps you plan budgets, brief more effectively, and stay compliant.
Ready to Commission Photography for Your Next Project?
If you’re planning a campaign, preparing new marketing materials, refreshing your retail imagery, or organising an event in London, I can help you navigate ATL and BTL usage and ensure your photography is licensed correctly from the start.
I work with brands, agencies, and businesses of all sizes, offering commercial, retail, aviation, event, and headshot photography across London and the UK. Whether your project is large or small, I’ll guide you through the creative process, clarify usage requirements, and deliver images that support your campaign goals.
If you’d like to discuss a project, request a quote, or simply get advice on how ATL and BTL affect your image licensing, feel free to get in touch. I’m always happy to help you plan the photography that suits your audience, your budget, and your brand.
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