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996 IPA campaigns. One consistent finding: brands that under-invest in ATL marketing leave 90% of their available ROI uplift on the table.
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Binet and Field's analysis of 996 IPA campaigns found moving from performance-only to brand-plus-performance delivers a 90% average ROI uplift, while performance-only allocation loses 40% in the opposite direction. At The Brand Saloon, we build ATL marketing strategies that create the brand demand your performance channels are currently fighting each other to capture.
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High-impact storytelling across video and audio platforms, spanning broadcast, on-demand streaming, and real-time conversational formats.
Learn MoreLeveraging the power of traditional newspapers and magazines to offer credible, long-form brand visibility.
Learn MoreOutdoor advertising spaces that capture mass attention through high-visibility placements.
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At any given moment, only 5% of buyers are actively in-market. The other 95% are the audience ATL marketing builds mental availability with, so your brand is already chosen when they finally are in-market. High-awareness brands achieve 30 to 50% lower customer acquisition costs and convert 2.5x more effectively than unknown competitors. That's not brand vanity. That's compounding the commercial advantage.
Most ATL campaigns are creative without commercial architecture. Here's how TBS builds ATL marketing strategies engineered for brand recall, mental availability, and the long-term compounding effect performance marketing alone cannot create.
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The dedicated client servicing at TBS ensures that our marketing campaigns are well integrated on social media and align with our goals.
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The team at TBS delivers SEO results and takes full accountability. They are flexible in their approach & good partners for any brand.
They promised us results and delivered. We were fortunate to connect with The Brand Saloon & look forward to a long-term relationship!
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Everything we discussed with them has been backed up by results. We highly recommend the TBS team for all your marketing needs!
The oldest objection to ATL marketing is the unmeasurable impact. At The Brand Saloon, that objection doesn't survive contact with our reporting. Every ATL programme is tracked against share of voice, brand recall, sentiment shift, and downstream performance lift, so your leadership team sees exactly what brand investment delivered commercially.
Get in TouchMost ATL marketing companies sell media space. TBS builds brand-building systems, where mass reach, creative impact, and measurement converge into compounding commercial advantage.
Binet and Field's analysis of 996 campaigns found 60% brand, 40% activation maximises combined profit gain. TBS builds ATL marketing strategies grounded in this evidence, not budget leftovers after performance channels are funded first.
95% of buyers aren't in-market right now. TBS builds ATL campaigns designed to make your brand mentally available before the purchase moment arrives, so when buyers enter the market, your brand is already the default choice.
High-awareness brands convert 2.5x more effectively than unknown competitors and achieve up to 50% lower acquisition costs. TBS builds ATL strategies that don't compete with your performance budget; they make every rupee of it convert more efficiently.
Programmatic ATL spend is rising sharply as automation becomes standard for campaign management. TBS deploys programmatic TV and DOOH, dynamic creative optimisation, and AI-driven placement, bringing digital precision to mass media brand building.
Significantly. High-awareness brands convert 2.5x more effectively than unknown competitors and reduce acquisition costs by 30 to 50%. Brand investment increases the elasticity of activation spend, meaning every rupee spent on performance marketing converts more efficiently in a high-brand-equity environment. The Brand Saloon builds ATL strategies that make performance marketing work harder, not compete for the same budget.
Compounding ones. Moving from performance-only to brand-plus-performance delivers a 90% average ROI uplift. Every 10-point gain in share of voice adds 0.5 to 0.7% market share annually. The Brand Saloon builds ATL marketing programmes measured against share of voice, brand recall, and the downstream performance lift your board can connect to revenue.
Because mental availability still wins purchase decisions. At any moment, only 5% of buyers are in-market, the other 95% are who ATL marketing builds brand presence with. Market leaders invest continuously because positions erode without it. The Brand Saloon builds ATL marketing services that protect and compound that mental availability advantage.
Programmatic, personalised, and measured. Modern ATL integrates digital video, OOH, and connected TV with traditional mass channels, using dynamic creative optimisation to tailor messages by time, location, and audience. The Brand Saloon builds ATL marketing strategies that bring digital precision to mass reach, without losing the emotional impact only scale can create.
Through decades of consistent mental availability building, not occasional campaigns. Sustained ATL investment compounds brand recall, share of voice, and emotional association year over year, creating the kind of category dominance competitors cannot replicate with short-term performance spend alone. The Brand Saloon builds ATL marketing strategies designed for that same compounding principle, at the scale your category demands.
That brand building and sales activation aren't competing budgets, they're complementary mechanisms operating on different timelines. Pure-performance allocations show declining ROI over multi-year horizons. The Brand Saloon builds ATL marketing strategies on this understanding, engineering the 60/40 balance that maximises both immediate activation and long-term commercial compounding.
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