July 26th, 2012
For Foursquare, Itís Not an Ad, Itís a Promoted Update
By Stuart Elliott
New York Times
THE arrival of advertising on social media is taking another step forward ó or backward, depending on your beliefs about commercialization ó as Foursquare begins a pilot program to test paid ads.
The pilot program, which has been the subject of recent speculation, began on Wednesday. Foursquare ó the mobile app that lets users share their locations with friends ó is calling the ads Promoted Updates, echoing the Promoted Tweets terminology used by Twitter.
About 20 advertisers are taking part, among them Mario Batali restaurants; Best Buy; BR Guest restaurants; the Gap and Old Navy brands sold by Gap Inc.; Hertz; Hilton Hotels; and J. C. Penney.
Among the agencies working with Foursquare to test the Promoted Updates is OMD, part of the Omnicom Group.