The market for Below the Line activities is by no means new, but it has experienced rapid development in recent years. Keywords such as market saturation, competitive displacement, increasing media diversity, information overload, product interchangeability, low-involvement behavior, as well as the individualization and pluralization of consumer behavior generally characterize the current market and advertising situation in Germany. As a result, the demand from companies for new communication measures has increased. They sought alternatives to make the use of available resources more efficient. The significance of the individual instruments in the German advertising market today and how their development will unfold in the future is important not only for the Below the Line agencies involved but also for all stakeholders. Through existing studies and her own empirical research, author Christina Gossel highlights trends and perspectives in Below the Line communication and provides practical recommendations for the agencies and companies participating in the market.