Businesses That Use Co-Op Funds for Advertising


Co-op advertising dollars go unused each year by local businesses because businesses are not always aware of the co-op advertising programs available or are unable to navigate the co-op advertising process. BIA’s proprietary business data in this report includes a data trove of insights on local businesses that use co-op dollars as part of their advertising and marketing activities and identifies key selling opportunities, including which industries use the most co-op advertising. This report answers what media (traditional or digital) businesses use with their co-op budgets. Businesses that use co-op advertising make hard choices about what channels to use and how much invest in advertising via co-op. This BIA report can help marketers and sales size the current (and future) opportunity, optimize sales channels, find new selling opportunities and create attractive selling strategies to target co-op advertising dollars.

BIA’s data in this report on co-op advertising includes businesses current and future usage and spend on advertising on more than 55 different media platforms, which fall into these 10 top-level advertising and marketing groups:

  • Online advertising (e.g., search, display)
  • Traditional advertising (e.g., direct mail, newspapers)
  • Broadcast advertising
  • Promotional advertising (website, video, blogs, social pages)
  • Mobile advertising (e.g., search, SMS, display)
  • Social advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Local directories advertising (print and online)

Who Should Read Small Businesses That Use Co-Op Programs For Advertising

  • Franchisors, franchises focused on the trends and direction of co-op advertising
  • Executives in charge of co-op advertising and/or product development targeted to small businesses
  • Senior leaders evaluating opportunities in the small business marketplace
  • Any executive with a role in selling co-op advertising, traditional advertising or digital advertising
  • Franchisors, franchises focused on the trends and direction of co-op advertising


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