«Below the line»: marketing actions aimed at a specific audience, with direct and measurable interaction.

How do you measure a BTL activation?

By separating reach, attraction, interaction, conversion and business result, with a record of each participation.

How does BTL differ from mass advertising?

BTL seeks interaction and data from people; mass advertising seeks reach.

One that logs each interaction with venue, date and time, like EVIUS, ideally with traffic measurement.

BTL events: what they are and how to measure them · EVIUS