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After a pilot run, Foursquare is opening up its self-service advertising platforms to all small businesses worldwide.

The new platform is designed to enable small businesses to connect with customers most likely to walk through the doors. How does this work? The ads are targeted based on the customer location as well as previous check ins or active search. Businesses are also able to highlight tips from customers who have checked in before.

According to AdWeek, the Foursquare team designed the system to allow businesses to complete the ad-buying process in two-minutes-or-less. Foursquare Produce Manager Noah Weiss also told AdWeek that the idea was to enable “smaller players” to manager their own advertising campaigns.

Perhaps best of all for small merchants is that they only pay when someone acts on a particular ad. Foursquare can provide analytics data to track how many people view the ad and how many actually walk into the store.