And display engine advertising, leading to more sales and better marketing returns. 2. New business and more for agencies Agencies that can leverage co-ops to subsidize the cost of their services and media buys will be attractive business partners for local businesses looking for help. The cooperative can help beat the competition by reducing the net cost while adding services. Agencies can also demonstrate how integrating these savings with additional marketing will increase
the bottom line of the local business. An IHS Global report commissioned by the ANA and the Ad Coalition found that every dollar spent on advertising generates $8.78 in direct sales. The savvy marketing representative will convert the savings or fax number list reimbursement to a local co-op dealer by purchasing more advertising. 3. Technology and service providers make it easier Like everything else, co-op technology
platforms aim to simplify and make the co-op experience more user-friendly. For example, LSA acquired Ad Builder and its co-op platform, Recas, earlier this year (now LSA Recas) to complement its full-service offerings with a more self-service, automated platform. The other part of this acquisition was Creative Outlet, a service to address the challenges of multi-format creative needs. Full-service providers such as LSA's Office of Cooperative Services offer a full range