Tactically speaking, a co-op marketing effort involves like-minded advertisers pooling their dollars to run a campaign that includes display advertising and a custom landing page – all of which showcases the participating brands.
Some notable features:
- Co-op campaigns are created around a common concept or brand—usually unified around an airline or a tourism organization.
- Co-op campaigns allow advertisers to run their campaign on high-visibility and high-impact placements, such as a homepage takeover of Expedia.com.
Why are Co-Op campaigns useful for limited budgets?
Working with other brands and pooling your resources make Co-Ops especially useful because they:
Stay on budget: You commit to a certain level of participation and that’s it.
Use advanced targeting: With the combined spending power of Co-Ops, you and other participants get access to advanced targeting capabilities.
Gain wider exposure: Pooling your resources means that you (and your co-marketers) can run a display campaign that earns more exposure and runs in prominent placements across our global network of sites.
Understand what is working: Tracking and reporting will help you understand if your participation in the co-op campaign is driving revenue for you.
Read more about how marketers like you run successful Co-Op marketing campaigns in our .