This could be interesting. LivingSocial, the largest competitor to social discount juggernaut Groupon, will be testing time-sensitive advertising in Washington. The first thing that comes to my mind is, how will all of this work?
- Will there now be multiple deals offered per day, rather than the traditional 1 deal per day model?
- What will be shown the rest of the time?
- How will this be rolled out to other cities?
While I'm sure most of these issues have already been solved, it certainly presents an intriguing move for the company which may be valued as high as $3 billion. Since the company is often seen as Groupon's little brother, it has to keep innovating to find new ways to catch up. Will the time-sensitive advertising be the trigger that will catapult LivingSocial to the stratosphere of Groupon? My guess is no. I think there are too many obstacles to this offering, but it will be interesting to see what happens if this is a success.
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