Posts tagged with Dave Marin

Q&A: Why online's missing out on $50B in co-op ad money

Dave MarinEvery year, manufacturers hand retailers $50 billion  - yes, you read that right, $50 billion - to underwrite advertising their products in local media.

Who's not getting a penny of this ocean of money? We aren't. Not e-commerce merchants, not email service providers, not search marketers, not display advertisers. Nothing. Nada. Zip.

Ever wonder why you never hear about coop advertising online? For all intents and purposes, it doesn't exist. Online retailers who advertise only on the web have clauses in their contracts with suppliers specifically prohibiting them from getting co-op dollars from their manufacturers.