Delivered on June 30, 2025
pinable - A new challenge in location-based advertising
Tominaga Eigo, Senior Project Manager, AdvertisementMind Inc.
Affiliation and position information is as of the time of distribution
This time, our guest was Mr. Tominaga from Advertising Mind Inc., which was just established in December 2024 as a wholly owned subsidiary of Location Mind, a startup spun out of the University of Tokyo research lab.
The company operates an advertising business that utilizes location data, and provides a total marketing platform called "pinable" that uses beacons installed in transportation infrastructure, commercial facilities, etc. to obtain consumers' offline behavioral history and interests, and uses them for services such as app SDKs, DMPs, and location-targeted ad delivery (DSP integration).
＝＝＝＝
What is pinable?
pinable is an advertising delivery service that uses SDK and beacons implemented in smartphone apps.
By receiving radio waves emitted by beacons installed in stores, commercial facilities, transportation infrastructure, etc., the smartphone app detects the user's exact location information (strength in indoor positioning) and offline behavior history. Based on this data, it is possible to perform location-based targeting advertising (coupon delivery, etc.) that matches the user in real time.
Background of establishment and synergy with Location Mind
While Location Mind has provided services in national projects and the tourism field using GPS data, Advertising Mind aims to stabilize revenue by acquiring location information itself through SDK and beacons and developing an advertising business. By combining Location Mind's macro-level people flow analysis data with Advertising Mind's micro-level indoor positioning and coupon delivery technology, it is possible to provide more accurate services.
Success stories and future prospects
Success stories include coupon delivery that is timed to match the time in the store and sending customers to nearby stores in cooperation with transportation infrastructure such as stations. Taking advantage of the characteristics of beacons, their strength is highly accurate indoor location detection that cannot be obtained by GPS. In addition, by setting the time period and delivery frequency, it is possible to implement measures such as time sales.
As for future prospects, Advertising Mind aims to maximize synergy with the entire Location Mind Group.
In particular, they plan to provide a consistent location information service from macro to micro by utilizing Location Mind's AI analysis technology and the GPS big data owned by the US company "Irys, Inc.", which they acquired in May this year. Tominaga said that they will challenge themselves to provide a comfortable information experience for users and create a new society related to location information.
◾️Summary
Advertising Mind provides highly accurate location information advertising by combining the Location Mind Group's strength of macro people flow analysis and pinable's micro indoor positioning and targeting technology.
Although they have only recently been established, they have a track record of installing more than 50,000 beacons, and there are high expectations for future business expansion through AI and collaboration with overseas companies. We cannot take our eyes off their challenges to improve user experience and create a new location information society.