More and more, advertisers are enhancing their marketing strategies by tapping into customer bases shared with other brands. Co-op marketing is often facilitated through official partnerships where both brands share resources, expertise and in some cases financial costs in order to drive mutual growth and maximize brand visibility through extended reach. The results are campaigns with added layers of contextuality, locality, and overall detail that maximize the impact of every ad dollar.
Co-branded OOH for enhanced local impact
National brands like Pepsi and DoorDash are incorporating co-branded visuals into their Out of Home media strategies, signaling to ad viewers that their products (a physical beverage or a digital application) are integral parts of local dining culture and, more than anything, readily available. While ad viewers are already responsive to OOH messaging from large companies, the incorporation of local points of interest signal familiarity with the market and audience while helping to tell a more complete brand story.
Showcase your store’s top-selling brands
On the other hand, this type of advertising can do more than contextualize national branding to a local market. Regional retailers like Chicagoland’s own Jewel Osco supermarket chain dedicate space in their OOH campaigns to amplify some of the most popular brands available in-store during their Spring Fling promotions. Just as Bounty, for example, benefits from the exposure provided from Jewel Osco’s OOH campaign, Jewel Osco benefits from their association with a leading household brand.
Drive Local Buzz with National Branding
Similarly, top jewelers like Burdeen’s in Chicago and Long’s in Boston use OOH to amplify the most popular jewelry manufacturers available for purchase. These campaigns leverage co-op dollars to remind ad viewers that their store is an official point of purchase for these signature brands, while generating intrigue for the brands themselves.
Digital OOH in particular lends well to showcasing co-branded creative variants; Burdeen’s owns a strategic large format digital billboard location along Chicago’s Kennedy Expressway with full advertiser share of voice, allowing for seamless branding rotations.
With co-branded messaging across OOH formats, advertisers have a golden opportunity to showcase a multi-faceted brand image that is more likely to resonate with ad viewers. And through vast urban networks digital or static OOH ads, messaging can be rotated to highlight a range of available products for sale or additional brand stories.