Media strategy
Reach, frequency and channel mix modelled against your awareness goal.
Above The Line
Mass-market campaigns that build brand awareness at scale
TV, radio, print, outdoor and digital, planned as one campaign. We craft the strategy, produce the creative and buy the media that puts your brand in front of the whole country.
80M+ reach
TV · Radio · OOH
National campaigns
+27pts
average lift in prompted brand awareness
Overview
Advertising that reaches everyone, at once
Above The Line marketing is mass-market advertising — the paid, one-to-many channels that put a single, unmissable message in front of the whole audience at the same time. It spans television, radio, print, outdoor media and the digital platforms that now carry that same broadcast weight. Where a targeted promo whispers to a segment, ATL builds fame across the market.
It's for brands that need scale: a new launch that has to be known everywhere on day one, a challenger buying its way into consideration, a category leader defending share of voice, or a business whose growth now depends on being top of mind rather than just findable. If your next move needs millions of people to recognise you, ATL is the lever.
BrandBeam runs media strategy, creative production and media buying under one roof. Our planners size the reach and frequency your objective actually needs; our production team makes TVCs, radio spots, press and outdoor that hold up on the biggest screens; and our buying desk negotiates and schedules the airtime and space so every rupee of weight lands where it counts. One partner, one plan, no gaps between the idea and the airtime.
Fourteen years in, we've placed campaigns for national brands across banking, beverages, appliances and fintech — pairing the reach of mass media with the discipline of measured awareness and recall, so the spend is never a leap of faith.
What's included
Eight things in every engagement
TV & radio production
TVCs and radio spots scripted, shot, edited and cleared for broadcast.
Print & OOH design
Press ads, billboards, hoardings and transit artwork built for scale.
Digital & programmatic
Video, display and social buys that extend broadcast reach online.
Media planning & buying
Airtime and space negotiated, scheduled and optimised across channels.
Creative campaign
One big idea and a consistent look adapted across every medium.
Brand tracking
Pre and post studies measuring awareness, recall and consideration.
Measurement & ROI
Delivery versus plan, cost per point and a full campaign wrap report.
Why BrandBeam
Built different, on purpose
Strategy that scales
We start from the number you need in market — not the channels a sales rep wants to sell. Reach, frequency and share of voice are modelled first, then we build the mix that hits them for the least waste.
- Reach and frequency modelled to your KPI
- Channel-neutral planning, no house bias
- Share-of-voice benchmarked to competitors
Production quality that carries
Mass media is unforgiving — a weak film looks worse the bigger it plays. Our in-house production makes TVCs, radio and outbound artwork that hold up on prime-time TV and a fifty-foot hoarding alike.
- Broadcast-grade TVC and radio production
- One idea, consistent across every medium
- Censor clearance and delivery handled
Measured reach, not blind spend
We treat awareness as an outcome to prove, not a hope. GRPs and reach are tracked against plan, and brand-lift studies show what moved — so the next flight is smarter than the last.
- Delivery tracked against the media plan
- Pre and post brand-lift measurement
- Cost per point and recall reported honestly
Process
From brief to on-air in five steps
1
Week 1Brief
We interrogate the objective, audience, market and awareness targets.
2
Weeks 2–3Strategy
Big idea, channel mix, reach-and-frequency plan and costed media plan.
3
Weeks 3–6Produce
TVC, radio, print and outdoor produced, cleared and delivered.
4
On-airBuy & run
Airtime and space bought, scheduled and optimised across the flight.
5
+1 weekReport
Delivery versus plan and a pre-post brand-lift measurement readout.
Featured work
All ATL work
ATL on the biggest screens
Results
What ATL delivers
0M
Reach
people reached, 2024
0B
Impressions
across all channels
0pts
Awareness lift
average, prompted
0
GRPs
delivered per campaign
BrandBeam took our brand national in one flight. The strategy was ruthless about reach, the TVC held its own against far bigger spenders, and the brand-lift deck showed the awareness jump in black and white — it won me the full-year budget.
FAQ
ATL marketing, answered
Yes. We plan, negotiate and buy across TV, radio, print, outdoor and digital as one team. Consolidating strategy, production and buying means better rates, tighter scheduling and a single point of accountability for the whole campaign.
It depends on your audience and objective, not a fixed formula. Broad national awareness usually leads with TV and OOH for reach, with digital and programmatic layered on for frequency, targeting and lower-cost incremental reach. We model the split against your GRP and reach goals before committing spend.
A TVC typically runs four to six weeks from approved concept to broadcast-ready master, covering scripting, casting, shoot, edit, sound and censor clearance. Radio spots are faster, usually one to two weeks. We build the timeline back from your on-air date.
We agree KPIs up front — reach, GRPs, frequency, spontaneous and prompted awareness, ad recall and brand consideration — then track delivery against plan and run pre and post brand-lift studies. You get a wrap report tying media weight to awareness and recall movement.
Absolutely. We buy regional TV and radio, city and belt-specific outdoor and geo-targeted digital, so you can weight spend toward priority markets or roll out region by region before going national.
A focused regional pilot can start around PKR 4.5M including production and a short flight. National multi-channel campaigns run well into eight figures once premium TV weight and OOH are added. We scope media weight to your reach and awareness targets, not the other way round.
Related services
Often paired with
Ready to make your brand impossible to miss?
Tell us the brand, the market and the awareness goal — we'll bring the plan and the airtime.