"We are conducting this pilot to gain insights into end user behavior and engagement with local mobile ad products," says Raj Kapoor on the Microsoft Advertising Blog. "This ad product is geared towards driving store traffic for our advertisers, as well as to provide consumers with easy access to store details, directions and local offers."
Two advertisers participating in the pilot are Hyatt and Quiznos. Microsoft says pilot participants belong to local categories such as restaurants, services, travel, and shopping.
The pilot will launch in Los Angeles, Dallas/Ft. Worth, Chicago, New York, San Francisco and Seattle at first. It is served through Microsoft's adCenter platform.