With millions of consumers voluntarily broadcasting their whereabouts, here's an ad network that plans to reach them based on location, regardless of what medium they are using. So far, LocalResponse has only ramped up Twitter: It will send ad messages to consumers when they check in or tweet where they are. In a recent campaign, for example, when people checked in to universities, LocalResponse sent them a back-to-school offer from Microsoft.
But the goal is a location-based ad network that 's inventory-agnostic. LocalResponse will shortly add to the Twitter check-in a geo-targeted mobile banner ad, a text message or a message on a digital billboard.
Although those channels aren't yet off the ground, founder Nihal Mehta, a former adman who evolved his last startup Buzzd into LocalResponse, has still managed to wrangle marketers such as General Motors, USA Networks, Aveda, Coca-Cola and Verizon to test the six-month-old product.
At Buzzd, a location-based mobile app that used check-in data to suss out where people were swarming, Mr. Mehta raised $4 million. Since then he's raised $2 million more for LocalResponse.