A leaked pitch deck obtained by Valleywag shows Foursquare’s internal plans for using your check-in data with two products geared toward advertisers that will be released in coming months.
In May they’ll begin providing check-in data to advertisers to help them better target their ad buys on mobile and the web through a process called “retargeting,” a common practice around the web, where advertisers target users based on their web histories. The Foursquare data could help advertisers with budgets from $50,000 to $75,000 begin targeting users based on their off-line activities as well — often an even more accurate indicator of their purchasing intent.
Using check-in data, Foursquare can identify users who fall into certain categories targeted by advertisers. “Mobile Mass Market Moms” for instance are women who’ve checked in to retailer along with a school, playground or kids’ movie.
Additionally, Foursquare plans to roll out a post check-in ad unit in June that could appear where badge notifications and tips appear today. The display ads would target users who’ve checked in to specific venues and offer an opportunity for consumer packaged goods companies to target Foursquare users. The example Foursquare uses shows an ad for Stolichnaya Vodka when users check in to a bar.
The cost-per-click ads would offer the user the ability to click through for more information from the advertiser.
Coincidentally, the pitch deck leaked on the same day Foursquare CEO Dennis Crowley defended Foursquare’s revenue plans at TechCrunch Disrupt. “I think there are a lot of people that think we don’t know how to generate revenue, that we aren’t generating revenue. This is wrong,” he said. “We’ve been building merchant tools all along. We’ve seen revenue growth every month, and March was our biggest revenue month so far.”
The leaked plans show that Chief Revenue Officer Steven Rosenblatt is indeed working hard on revenue opportunities beyond the promoted updates they launched last year. The biggest question is how users — many of whom signed up mainly for badges and mayorships — will respond to a new, more ad-focused Foursquare.