The weight of these challenges and the competition to claim co-op funds can seem so overwhelming that many think it's just not worth it. But let me remind you that there is up to $70 billion at stake and $35 billion that remains unused. Brandmuscle reports that 49% of local affiliates rely on co-op dollars to fund half or more of all of their marketing expenses. Another 28 percent use co-op dollars to fund a quarter to half of their marketing expenses. In other words, local affiliates are heavily dependent on co-
op money to pay for advertising. At a time when many local advertisers are not marketing more due to budget restrictions, the co-op offers a straightforward solution. The amount of money left on the table and the number of local affiliates not maximizing or using the fax number list co-op at all means there is plenty of room to take advantage of the opportunities. Here are some of those opportunities: 1. Growth of Search and Display Network advertising The growth in co-op usage is in digital media, particularly in search, display advertising, and email, as evidenced by refunds from the LSA's Co-op Services Office.
There is also growth in mobile and social, but at a slower pace. As mentioned above, 90% of branded co-op programs have expanded to cover digital media in the past three years, as shown in LSA's database. With co-op rebates finally covering the types of media most businesses use, co-ops are more attractive and have greater utility for local businesses. As local businesses catch up and adapt to use co-ops, they will have more money to spend on search