Foursquare 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.