Co-op advertising is a large and underutilized source of marketing funds for local retailers and dealers, provided by brands and manufacturers to promote their products and services. Various industry estimates indicate the market is worth nearly $40 billion annually. Yet between 40% and 50% of these funds go unused every year.

To help the local media and marketing industry better utilize these co-op funds, today I am extremely excited to announce that LSA has acquired Ad-Builder, a provider of co-op advertising support, artwork and software for a wide range of media companies, agencies and brands. Ad-Builder markets these services under the Recas and Creative Outlet brand names.

With this deal, LSA Recas now offers local media sellers the most comprehensive suite of co-op products and services in the marketplace. These products make it easier to take advantage of the billions of dollars in co-op funding that brands make available to their local dealers each year.

While co-op isn’t a new idea, it’s getting renewed emphasis as local media companies look for ways to stretch client budgets. Also driving this renewed emphasis are brands updating their co-op programs to accommodate an increasingly digital media landscape.

LSA Creative Outlet offers photos, illustrations and artwork to local media companies on a royalty-free basis. There are over 1.3 million items available along with custom art services to assist with the ad creation process.

Together, LSA and Ad-Builder have over 75 years of local advertising experience. As our industry evolves, we want to be at the forefront, helping drive adoption and growth for our members and, in turn, your local clients.

I hope you’ll take a few minutes to explore our new capabilities. Check out the press release for more info or send your questions and comments to communications@theLSA.org.