what is co-op advertising?

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