Foursquare Testing Promoted Listings With Select NYC Small Businesses

foursquare-iconFoursquare has opened the door for a “handful” of small businesses in New York City to begin testing promoted listings — advertisements that don’t first require a consumer to check-in at the business’ location.

Small businesses have traditionally been limited to advertising and promotion on Foursquare via discounts and other specials that only trigger after a check-in. But, as AdAge reports today, the new test gives a select group of SMBs the chance to promote themselves when consumers are nearby.

Some merchants can now lure in nearby consumers by promoting a photo of a dish, a glowing review left by a Foursquare user or just their listing.

The several merchants currently working with Foursquare are targeting Foursquare users based upon their locations and check-in histories. Merchants can target nearby consumers with particular tastes — a predilection for fine dining, for example — or ones who previously checked-in to their store. The promoted listings can appear in a user’s recommendations — the listings on the app homepage — or in the “Explore nearby” section.

According to AdAge, merchants are being charged “per action” — i.e., only when a consumer clicks on the ad/listing. They can turn the ads on or off at will.

Foursquare CRO Steven Rosenblatt tells AdAge the ad program will roll out more widely later this summer.

Related Topics: Channel: Local | Foursquare | Mobile Marketing

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About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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