In today’s highly competitive automotive marketplace, dealerships need every advantage to attract modern car buyers and drive showroom traffic. One of the most underutilized tools available is automotive advertising co-op programs. For General Motors dealerships, including Chevy, Buick, GMC, and Cadillac, OEM-funded co-op programs represent millions of dollars in available resources designed to maximize marketing impact. Unfortunately, billions of these funds go unused every year. Dealer Stream specializes in simplifying co-op advertising, ensuring dealers can leverage these opportunities without the headaches of paperwork, compliance concerns, or reimbursement delays. With streaming video, OTT platforms, and digital radio now covered by nearly all OEM co-op programs, there has never been a better time to modernize your dealership marketing strategy.
In this article, we will break down what exactly co-op advertising is, and how the expert team at Dealer Stream can help your dealership utilize it to increase sales and productivity.
What Is Co-Op Advertising for Dealerships?
At its core, co-op advertising is a partnership between Original Equipment Manufacturers (OEMs) and their dealerships. Through these programs, OEMs like General Motors allocate funds to help dealers advertise locally while maintaining brand compliance.
Here’s how it works:
- Funds allocation: The general motors co-op program assigns co-op advertising dollars to individual dealers, often based on vehicle sales volume.
- Eligible spend: Dealers spend these funds on approved advertising channels, such as streaming TV, digital radio, social media, search, and more.
- Reimbursement: After proof of performance is submitted, the OEM reimburses the dealership—sometimes up to 100% of the spend.
The gm co-op program is designed to strengthen both national and local brand presence, ensuring every ad dollar stretches further. However, billions of co-op dollars go unused each year simply because dealers either don’t know how to access them, find the submission process overwhelming, or stick to outdated advertising methods.
By working with a partner like Dealer Stream, dealerships can unlock these funds and ensure they don’t miss out on opportunities that competitors may be seizing.
Why Streaming TV and Radio Are Co-Op Eligible
Consumer behavior has shifted dramatically. Today’s car buyers are not flipping through cable channels or tuning in to traditional AM/FM radio as often. Instead, they’re streaming. Whether it’s Hulu, YouTube TV, Roku, Spotify, or Pandora, streaming platforms dominate modern media consumption.
The good news for dealerships is that streaming platforms are almost universally covered under the general motors co-op program.
- Streaming TV (also referred to as Online Video, OTT, or Connected TV/CTV) delivers cinematic-quality ads directly into the living rooms of targeted buyers.
- Streaming Radio includes platforms like Spotify and Pandora, allowing precision audio targeting during workouts, commutes, or leisure listening.
Because these formats fall within nearly every gm co-op program and are highly reimbursable, they represent one of the smartest investments a dealership can make today.
By combining streaming TV and radio with Dealer Stream’s campaign strategies, dealerships can reach buyers where they’re actually tuning in.
Co-Op Advantages Dealers Shouldn’t Miss
With billions in unclaimed OEM funds, the advantages of embracing co-op advertising are too significant to ignore.
- Open enrollment is still available, making it easy for new dealers to take advantage of the gm co-op program.
- Manual submit means flexibility. While automated ad platforms lock you into certain formats, manual submissions allow creative control and tailored messaging.
- Reach modern buyers. Streaming ensures you meet car buyers in the places they’re most active, which is on-demand video and music platforms.
- Full reimbursement potential. The gm iMR program and gm LMA, local advertising and marketing initiatives often provide reimbursements of up to 100%.
When paired with Dealer Stream’s integrated approach, co-op campaigns are not only cost-efficient but also highly effective in producing measurable dealership marketing results.
How Dealer Stream Simplifies the Co-Op Process
The biggest obstacle to tapping into co-op funds is complexity. From creating compliant creative to navigating the approval process, many dealers find the system daunting. Dealer Stream removes that barrier by managing every step for you.
Here’s how we do it:
· We create co-op compliant creative that aligns with GM brand guidelines.
· Handle co-op submissions, ensuring all paperwork is correct.
· Track approvals and reimbursement timelines to make sure you get paid.
· Work directly with OEM program guidelines for maximum compliance.
Dealer Stream frequently manages campaigns across platforms like Hulu, YouTube TV, Roku, Spotify, and Pandora, all of which qualify for dealer advertising reimbursement under the general motors co-op program.
Top GM Models to Include in Your Streaming Ads
Highlighting in-demand vehicles in your streaming campaigns drives stronger engagement and search visibility. Here are some top GM vehicles that work exceptionally well for co-op campaigns:
- Chevy Silverado 1500: Perfect for messaging around strength, reliability, and capability.
- Chevy Equinox: Family-friendly SUV ideal for safety and value-focused ads.
- GMC Sierra 1500: Premium truck messaging to attract upscale buyers.
- Buick Enclave: Highlighting luxury comfort and technology features.
- Cadillac Escalade: The epitome of prestige and innovation.
Each of these models not only performs well in automotive marketing campaigns but also boosts SEO through targeted model-specific ad creative. With Dealer Stream’s production capabilities, dealerships can launch streaming campaigns featuring these models with professional-grade video and audio assets.
Automotive Advertising Ideas That Drive Results
One of the best parts of co-op programs is the ability to experiment with fresh automotive marketing ideas while still staying within compliance. For example:
- Showcase a limited-time lease offer on the Chevy Equinox in a Hulu streaming ad.
- Highlight the Cadillac Escalade in a premium YouTube CTV spot with luxury lifestyle imagery.
- Run a Spotify audio campaign emphasizing the rugged durability of the GMC Sierra 1500.
These strategies allow for both creativity and compliance, ensuring dealerships maximize reach while qualifying for dealer advertising reimbursement under the gm co-op program.
Dealer Stream Handles It All
Partnering with Dealer Stream means dealerships no longer need to worry about juggling creative, submissions, or reimbursements. We manage the process from start to finish, including:
· Co-op compliant creative
· Video production + distribution
· Manual co-op submission
· Campaign reporting and optimization
By leveraging the general motors co-op program, the gm iMR program, and the gm LMA, local advertising and marketing resources, Dealer Stream ensures every advertising dollar works harder for your dealership.
Maximize Your Advertising Efforts with Dealer Stream
The future of automotive advertising lies in meeting consumers where they are, which is largely on streaming platforms and digital channels. With billions in unclaimed co-op dollars, GM dealerships that fail to act are leaving money on the table. Dealer Stream provides the expertise, resources, and execution to ensure Chevy, Buick, GMC, and Cadillac dealers fully utilize the gm co-op program. From creative production to reimbursement tracking, our end-to-end solutions make co-op simple, efficient, and profitable.
Don’t let another year go by with unused funds. Contact us today to into the power of streaming media, maximize dealer advertising reimbursement, and take your dealership marketing to the next level with Dealer Stream.