Forrester to Advertisers: Hold Off on Foursquare
Forrester is out with a new study that concludes most advertisers should hold off on starting location-based ad campaigns with Foursquare. While we agree that Foursquare gets more attention than its usage (2 million users) deserves, this could be missing the point.
First, there are a couple of different ways to advertise with Foursquare and other mobile location-based services. As we discussed last week, most of the ad support for Foursquare has come in the form of brand marketing. This includes brands like Bravo, VH1 and New York Magazine, which secure badges that users can unlock by checking in to local joints.
This plays along with the game mechanics that have driven Foursquare’s usage thus far, and is mostly a branding play. In addition to badges there are “location layers” and tips that carry brand messaging (screenshot after the jump). This type of advertising could be questionable in light of Forrester’s 4 percent figure for U.S. adults who use Foursquare or something similar.
No Comment
Leave your response!