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A Primer on Cooperative Advertising and Outdoor Ads

A Primer on Cooperative Advertising and Outdoor Ads is a guest post brought to you from ADstruc.

What is co-op advertising?

Cooperative, or co-op, advertising is a common practice where two parties share the cost of an advertisement for their mutual benefit. Co-op is popular with franchises, retailers & manufacturers, and local businesses.

Germain Dermatology & Coolsculpting co-op ad

All photos courtesy of Todd Turner, Adams Outdoor Advertising

Larger parties (e.g manufacturers, brands, and franchisors) typically covers the lion’s share of an ad’s cost via reimbursement or in trade. This makes local advertising affordable for your business, while simultaneously lowering out-of-pocket and inventory costs.

Is it worth it?

Absolutely! Co-op programs often reimburse 50-100% of eligible media costs.

If you’ve ever seen an ad for your “Tri-state,” “Area,” or “Local” Honda/Toyota/Ford/Lincoln dealer — that’s co-op at work. And co-op programs aren’t always controlled by corporate parents. Local auto dealers representing the same brand often pool their marketing funds together to get volume discounts on media.

Even major national brands use co-op to help promote partnerships.

Dr Pepper & Coca Cola co-op ad

What kind of media can I buy with coop?

Depending on the program, there can be a wide range of eligible media: TV, Radio, Outdoor, Print - even Google Adwords & banners.

Home & health services, hardware & furniture stores, and food franchises are three of the biggest users of outdoor co-op advertising. In all of the examples shown, both the local business and the franchise logo are prominently featured. This co-branding is a common requirement.

TriCounty Roofing & CertainTeed co-op ad

Why should I spend my co-op dollars on outdoor ads?

Outdoor advertising brings customers in the door, reaches people on the move, enables awesome creative, and is very affordable. With that kind of return, it’s the perfect medium for co-op!

The CPM chart and billboard pricing map below illustrate how outdoor stacks up against other media and the average costs in several markets: CPMs for competitive media - courtesy of OAAA

Four week billboard costs in major DMAs

Where can I find out about co-op programs and eligibility?

Check with your manufacturer, franchise, or brand rep to see if they have a co-op program. Even if they don’t, you may be able to negotiate a beneficial deal. After all, co-op benefits both parties! You can also use Recas to investigate co-op opportunities.

How do I buy outdoor advertising?

At ADstruc, we make buying billboards and outdoor media a snap. Our planning and buying tools are intuitive and put you in control. Because nobody knows your business like you do.

Check out ADstruc online or give us a call at 646.692.4966. Our team is ready to help you plan and execute an amazing coop campaign!

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For entrepreneurs seeking to hit the ground running with a new business venture, there are two main categories of opportunities out there that allow them to benefit from the experience, assets and reputation of existing business concepts. These are: (i) the franchise, and (ii) the “business opportunity”.

Franchise Disclosure Documents For Dummies – Part 1

To begin my new weekly column for FranchiseHelp.com I will be writing a series of articles covering some basics and need-to-know information for each of the twenty-three Items of the Franchise Disclosure Document (“FDD”). I will try to be as non-technical as possible, and will try to provide insight and information that is useful for both franchisors and prospective franchisees. Nine weeks from now, you may have a slightly better understanding of the core elements of the FDD.