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.

Read more: http://www.nytimes.com/2012/07/26/business/media/foursquare-to-test-paid-ads-advertising.html?ref=media

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