According to a recent study by Borrell Associates, co-op advertising programs in North America will be worth roughly $36 billion this year. Some estimates put the value above $50 billion. These co-op programs vary in type, but according to the study, about 69% of them offer digital marketing funding.
Similarly, a study by Brandmuscle last year showed that digital marketing outlets saw growth in co-op advertising spending. The biggest increase in spend came from paid search, which leapfrogged billboards, direct mail and television in just one year. Website co-op spend also jumped 3%, which was the third largest increase.
Overall, the growth in consumer time spent on digital media has led to more digital co-op ad programs.