Hasta La Creative!

A month after Foursquare unveiled its ambitious plan to unbundle its services by launching a spin-off app for check-ins called Swarm, the company has begun to sell ads on that new real estate.

Ads on Swarm from existing Foursquare advertisers including Procter & Gamble, Hennessy, Volvo, Pepsi and Shell will appear at the bottom of users’ screens after they check into a location. It’s a format that’s currently available on the core Foursquare app, in interstitial form, and had been known as a “post check-in ad.”

Now the company is calling them “place-based ads,” a rebranding that mirrors its current efforts to distance itself from check-ins. The new Foursquare — which executives say will launch this summer — will dispense with check-ins altogether and focus on discovery of nearby venues tailored to users’ tastes and will take on Yelp and other local-search sites more directly.

Continue reading at AdAge.com