Foursquare partners with IMS to market advertising tools in Latin America

October 28, 2014 by admin

Foursquare focuses on its fastest growing markets, Brazil and Mexico, by building regional advertising teams to service global brands like Nike, Citroën and Pepsi, which have already begun using ad products from the global leader in geomarketing.


Miami (28/10) – Foursquare selected IMS Internet Media Services (IMS), a digital marketing and communications firm that specializes in Latin America, with the goal of extending the reach of its platform tools to the Latin American market. Through this partnership formed in March of 2014, Foursquare is now selling its advertising product suit to brands in this region, and using IMS as its exclusive commercial partner.


Brazil and Mexico have some of the biggest and fastest-growing Foursquare communities in the world. Beginning this month, global and national brands can now extend their reach to these countries with Foursquare’s local advertising teams, the newly launched Foursquare Audience Network, and the advertising products available for the Foursquare and Swarm apps. Palacio de Hierro, Nike, and Pepsi have already begun their outreach in Mexico. In Brazil, Citroën, VISA, Smirnoff, and Johnnie Walker started using Foursquare’s ad products as well.


“The Latin American landscape shows remarkable potential with its young audience and increasingly mobile-first community,” said Steven Rosenblatt, Chief Revenue Officer of Foursquare. “With IMS, we will be able to help national and regional brands connect with potential customers based on their real-world activity and when they are most likely to spend money.”


“We are very pleased with this first step into Latin America. Foursquare’s marketing suite of products are extremely valuable for brands and agencies in the region,” said Ignacio Vidaguren, Chief Operating Officer of IMS. “We believe that Foursquare will be instrumental for brands looking to connect with consumers on a local level, while expanding on a national scale.”


With over half of its community outside of the US, Foursquare – which boasts 55 million users, over 60 million places, and 1.9 million businesses globally – has decided to enter into Mexico and Brazil because of these markets’ exceptional user growth on the platform. Mexico and Brazil are also the third and fourth countries, respectively, to which the global leader in geomarketing has started offering its advertising products.


This new alliance in Latin America will allow local businesses, regional and global brands to leverage their business on the Foursquare platform as a tool to promote audience engagement.