what is co-op advertising?
TRANSCRIPT
What is Co-Op Advertising?
Melody YanMarketing, Thunder
makethunder.com
Co-op (cooperative) advertising is apartnership established between themanufacturer and retailer to share thecost of advertising at the local level.
A C C R U A L D O L L A R S
Funds that manufacturersmake available to dealers
Local retailers accrue fundsbased on their purchases froma manufacturer
Funds are based on the currentor prior year’s purchases
Example: A local Ford auto dealer hasaccrued $1,000 with Ford and decides to runa display ad campaign that features a 2016Ford model. While the ad costs $2,000, it willcost the retailer $1,000 because Ford willreimburse $1,000.
T H E C O - O PO P P O R T U N I T Y
With more than 4,500co-op programs availablein the U.S., digital co-oppresents a $1.7 billionadvertising opportunity.
C O - O PA D V A N T A G E S
Associate with large brands
Tap into "free money"
Sell more units
C O M M O N C O - O PR E Q U I R E M E N T S
Depiction of a currentproduct
Inclusion of a manufacturer-approved logo
Inclusion of specificpromotional text
C O M M O NV E R T I C A L S
Home Improvement (e.g.Jenn-Air, GE)
Auto (e.g. Volvo, Ford)
HVAC (e.g. Trane, Lennox)
T H U N D E R C O - O PA D V A N T A G E T M
Thunder Co-op Advantage makes it easier than ever topitch and sell digital co-op tolocal advertisers.
Quickly customize dealerspecific ads that meet therequirements forreimbursement with Thunder'sco-op friendly ad designs.
TM
About Thunder
Thunder is a creative management platform that enables ad sales teams tobuild HTML5 display and Facebook ads quickly, easily, and at scale.
Learn more about Thunder at: www.makethunder.com