Wesley Young says, “According to a recently released white paper by the Local Search Association (LSA) on co-op advertising programs, titled, “Breaking through the Co-op Clutter,” estimates of unused or unclaimed co-op dollars range from $14 billion to $35 billion. Even on the low end of that range, that’s a lot of cash.

Estimates of the total co-op dollar amount available varies between $36 billion to $70 billion, which would place unclaimed value at between 39 and 50 percent.

What’s also revealing is how co-op dollars are being used. According to Brandmuscle’s State of Local Marketing report, 64 percent of all co-op spend is in traditional advertising such as newspapers, radio and direct mail. Yet while about the same number of businesses use digital advertising (68 percent) as traditional advertising (69 percent), digital advertising only accounts for 16 percent of co-op spend”.

Why is free money that can be used on local search marketing being left on the table?

Search Engine Land

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