Thursday
Jan282010
Co-Op Advertising: Get A Piece of $50 Billion With AdBean
Thursday, January 28, 2010 at 11:57AM
[caption id="" align="alignleft" width="226" caption="Takin' it to the BANK$Y Creative Commons License photo credit: guano"]
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Our industry is known for its innovation. We have the data and the tools to be flexible and powerful, we have the creative to be memorable and effective, and we have the client base to put it all together. So when $50B in a particular kind of advertising is taking place every year, you would think the online display industry would be all over it. Yet, the fact is, online is has not yet jumped on an enormous opportunity: co-op advertising.
Co-op advertising is when a manufacturer underwrites advertising into local retail markets, ensuring their products fly off the shelves, sweetening the deals for their retailers and distributors and generally keeping the pressure up on the sales channel. Co-op advertising is one of the most proven and profitable unit-shifting techniques in business. It's a hybrid of B-to-B and B-to-C that just plain works.
Except online. Which isn't to say it doesn't work online, it's that nearly nobody is doing it yet.
For co-op to work online, what's needed is a platform that fits into the business space and answers its special needs. Accountability is key here, as co-op ad professional Dave Morin mentions. Agencies, retailers, manufacturers all need a means to analyze and independently verify the runs of ads, they need to be able to give the feedback to the co-op that ads ran. What's more, they need a powerful creative and campaign management tool that balances the localization efforts, streamlines campaign launch workflow and can turn on a dime when product changes happen and co-op terms evolve.
There's a platform that does all this and does it very well. It's called AdBean.
[/caption]Our industry is known for its innovation. We have the data and the tools to be flexible and powerful, we have the creative to be memorable and effective, and we have the client base to put it all together. So when $50B in a particular kind of advertising is taking place every year, you would think the online display industry would be all over it. Yet, the fact is, online is has not yet jumped on an enormous opportunity: co-op advertising.
Co-op advertising is when a manufacturer underwrites advertising into local retail markets, ensuring their products fly off the shelves, sweetening the deals for their retailers and distributors and generally keeping the pressure up on the sales channel. Co-op advertising is one of the most proven and profitable unit-shifting techniques in business. It's a hybrid of B-to-B and B-to-C that just plain works.
Except online. Which isn't to say it doesn't work online, it's that nearly nobody is doing it yet.
For co-op to work online, what's needed is a platform that fits into the business space and answers its special needs. Accountability is key here, as co-op ad professional Dave Morin mentions. Agencies, retailers, manufacturers all need a means to analyze and independently verify the runs of ads, they need to be able to give the feedback to the co-op that ads ran. What's more, they need a powerful creative and campaign management tool that balances the localization efforts, streamlines campaign launch workflow and can turn on a dime when product changes happen and co-op terms evolve.
There's a platform that does all this and does it very well. It's called AdBean.
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