What does "Below the Line" and "Above the Line" mean?
ATL vs BTL Explained: A Clear Guide to Photography Usage, Licensing, and Costs in London
When commissioning a commercial photographer in London, one of the most important and often overlooked, considerations is how your images will be used.
Whether you’re planning a retail campaign, booking conference photography in London, refreshing corporate headshots, or producing imagery for a wider marketing campaign, you’ll almost certainly encounter the terms ATL (Above the Line) and BTL (Below the Line).
These terms have a direct impact on:
Photography licensing and usage rights
Production scale and planning
Model and talent permissions
Overall project costs
Yet many brands only fully understand ATL and BTL after a campaign has expanded. This guide explains the difference clearly, practically, and from a photography-first perspective — so you can brief accurately, budget confidently, and avoid unexpected licensing issues.
What Do ATL and BTL Mean in Simple Terms?
At their core, ATL and BTL describe how widely your images will be seen.
ATL (Above the Line) = Mass public advertising
BTL (Below the Line) = Targeted or direct communication
The broader the audience, the greater the exposure — and the more valuable the imagery becomes from a licensing and legal standpoint.
Above the Line (ATL): High-Visibility Public Advertising
ATL (Above the Line) refers to advertising aimed at large, unrestricted audiences. These are the campaigns designed for maximum visibility and brand impact.
Common ATL Photography Usage Includes:
National magazines and newspapers
Outdoor advertising (billboards, bus adverts, large-format posters)
London Underground, train stations, and transport hubs
Cinema and streaming platform advertising
High-impact digital display campaigns
Broadcast and pay-per-view advertising
Because ATL campaigns often reach millions of people, photography used this way typically requires:
Broader and clearly defined licensing agreements
Agreed territories (UK, Europe, or worldwide)
Fixed usage durations
More comprehensive model and property releases
ATL photography is usually hero imagery , the visuals that represent your brand at its most public level.
Below the Line (BTL): Targeted and Controlled Communication
BTL (Below the Line) marketing focuses on specific audiences rather than the general public. It’s more controlled, direct, and often ongoing.
Typical BTL Photography Usage Includes:
Brand websites and landing pages
Social media content
Email marketing campaigns
Printed brochures and catalogues
In-store displays and point-of-sale materials
Internal company communications
BTL photography is still commercial work, but because the audience is narrower, licensing requirements are usually more flexible and cost-effective than ATL.
Why ATL vs BTL Matters When Hiring a Commercial Photographer in London
For any experienced commercial photographer based in London, usage is not an afterthought — it shapes the entire project from the outset.
ATL and BTL Usage Influences:
Creative direction (campaign hero images vs supporting content)
Licensing scope and cost
Territory and duration of use
Model and talent permissions
Crew size, production time, and planning
In simple terms:
-The same photograph can have very different value depending on where and how it’s used.
A Real-World Example
A brand commissions retail photography in London for in-store posters and seasonal window displays.
Initial usage: BTL
Later: One image is selected for a national outdoor advertising campaign
That image now falls under ATL usage, meaning:
The licence must be expanded
Talent releases must cover mass public advertising
The value of the image increases significantly
This is why professional photographers always discuss usage upfront.
Practical Photography Examples: ATL vs BTL in Action
1. Commercial Campaign Photography (ATL)
A brand hires a commercial photographer in London to create campaign imagery used across billboards, national press, and major digital advertising platforms. This is full ATL usage due to reach and visibility.
2. Conference Photography (BTL)
A company books conference photography in London to document a corporate event, keynote speakers, and networking moments. Images are typically used for websites, social media, internal reports, and post-event marketing — standard BTL usage.
3. Corporate Headshots (BTL)
A business works with a headshot photographer in London to update staff portraits. Images are used for LinkedIn profiles, email signatures, company bios, and internal directories — firmly BTL.
4. Conference Photography Evolving Into ATL
A standout image from a conference is later used in a large-scale recruitment or brand awareness campaign, appearing on transport posters or digital advertising. At this point, usage moves from BTL to ATL, requiring an updated licence.
Why Licensing Is Different for ATL and BTL Photography
Photography licensing defines how, where, and for how long your images can be used. It protects both the client and the photographer.
Key Licensing Differences Between ATL and BTL:
Audience size: ATL reaches the public at scale
Risk exposure: Wider visibility requires broader permissions
Territory: Local, national, or global usage affects value
Duration: Short-term use vs long-term campaigns
Model releases: ATL requires more comprehensive consent
Production demands: ATL shoots often involve larger crews and planning
Clear licensing ensures your campaign is legally protected and accurately costed.
Choosing the Right Photographer for Your Usage
London has no shortage of photographers — but experience with usage and licensing matters.
Retail Photography
Retail imagery may be used for in-store displays (BTL) or national advertising campaigns (ATL). Licensing should reflect both current and potential future use.
Conference Photography
Most conference photography in London is BTL, but high-quality images are often reused for brand campaigns, recruitment, or PR — making forward planning essential.
Event Photography
Corporate events, launches, and conferences usually fall under BTL, with occasional crossover into ATL if images are repurposed.
Headshots and Corporate Portraits
Corporate headshots are BTL but play a crucial role in professional branding, trust, and consistency.
A knowledgeable commercial photographer in London will guide you through these decisions from the start.
Why Understanding ATL and BTL Benefits Clients
Clients who understand ATL and BTL can:
Brief photographers clearly and confidently
Avoid unexpected licensing upgrades
Plan campaigns more strategically
Maximise the lifespan of their imagery
Stay legally protected as marketing evolves
It’s not about adding complexity — it’s about clarity and control.
ATL vs BTL: Quick Summary
ATL: Mass-market advertising (billboards, national press, transport hubs, major digital campaigns)
BTL: Targeted communication (websites, brochures, social media, conference photography, internal use)
Licensing depends on: audience size, territory, duration, and placement
Commercial photographers in London work with ATL and BTL usage daily across retail, conference photography, events, and headshots
Planning a Photography Project in London?
If you’re preparing a campaign, updating retail imagery, booking conference photography, or refreshing corporate headshots, London Photography Studios can help you navigate ATL and BTL usage from day one.
We work with brands, agencies, and businesses of all sizes, delivering commercial, retail, conference, event, and headshot photography across London and the UK. Every project includes clear guidance on usage, licensing, and planning, so there are no surprises later.
If you’d like to discuss a project, request a quote, or get expert advice on how ATL and BTL affect your photography, get in touch — we’re always happy to help you plan imagery that fits your audience, budget, and brand.