Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.
About 40 percent of small retailers appear to be ignoring their chances of connecting with on-the-go consumers, according to a report today from digital marketing company Netsertive and local-business researcher Borrell Associates. And because merchandisers haven't adjusted to the mobile age, they are leaving massive amounts of money on the table when it comes to cooperative advertising.
"We were stunned to discover that advertisers are leaving $14 billion in 'free advertising' on the table—about twice as much as three years ago," Gordon Borrell, CEO of Borrell Associates, said in a statement.