Advertising on the LINE Platform

Advertising on the LINE Platform

A LINE advertising agency in Bangkok, Thailand explains how advertising on the quickly growing LINE social media platform can pay dividends for your brand.

LINE has experienced phenomenal growth since its launch as a social media and communications platform in 2011. In 2015, it reached 600 million subscribers to its convenient and straightforward app offering image and text messaging, video and audio sharing, VoIP phone calls, and video conferences.

Starting in 2014, LINE began to branch out offering an easy-to-use advertising platform that helped advertisers reach targeted consumers who use the LINE app. The ad platform is showing signs of becoming a valuable tool. This is particularly the case in Asia, where countries such as Japan, Indonesia, Taiwan, and Thailand represent most of LINE's current users.


LINE has several features that appeal to different demographics. These include a news feature, Timeline - a newsfeed, Wallet - an online banking feature, and Manga - a comics feature that is popular with users in Japan.

Harnessing the Popularity and Reach of LINE

Harnessing the Popularity and Reach of LINE

As LINE continues to grow in popularity, it represents an easy-to-use opportunity for advertisers. Advertisers can reach both their customers and new consumers and inform them about the products and services they offer.

The advertising platform offers three formats, which are web ads, app ads and video ads, depending on the targets you're trying to reach. 

Web ads are used to draw attention to and promote content on an external site other than LINE.

App ads are harnessed to provide promotion for app downloads referring users to your brand's products and services, and video ads provide an excellent platform to promote brand awareness and convey information.


These three formats can be adjusted into various configurations and styles depending on the feature or channel where the ad is displayed.

For instance, for an ad displayed on Timeline, the basic elements available within the ads consist of an icon representing the account name, a title, a text description, an image or video, an 'action' and a 'like' button. For ads running on News or Manga, there are slightly fewer elements, five on Manga and three on News.

Controlling the LINE Ads Platform Effectively

Controlling the LINE Ads Platform Effectively

A brand has the ability to target ads specifically to LINE users by using four factors: Gender, Age, Interests, and Region. Deciding on a narrower demographic in which to target your ads saves you money, the wider an audience you're reaching, the more money you'll be spending.

It’s important to note that at this time, LINE does not provide any user information or data advertisers can use in deciding who to target ads to. Advertisers must make use of exterior, extrapolated data to determine their targets. But it does provide metrics that can be used to assess the effectiveness of an ad campaign undertaken on LINE specifically, although it doesn’t support metrics on websites that are linked to LINE.

These metrics provide useful data such as the average duration a user spends on looking at an app page ad, or a landing page ad, as well as the bounce rate and conversion rate of a specific ad.

The Future of Advertising with LINE Ads

The Future of Advertising with LINE Ads

LINE Ads is showing great potential as a targeted utility that can help your brand achieve awareness and drive traffic to your linked website and apps. This is particularly relevant in the four countries in which LINE is already well-established as a social media platform.

With LINE’s rate of growth showing no signs of slowing down, taking advantage of LINE Ads may well become one of your most important advertising decisions. The ability to target ads so specifically makes it a natural platform to use for regional brands operating in the four countries where the app has received widespread popularity and daily use.

LINE is currently undertaking marketing efforts to appeal to countries outside of Asia as well. Spain has a significant amount of users on the platform and users of social media in Chile have begun to discover the benefits of joining this multi-faceted, social media platform. The app has made a note of this growth and is expanding their marketing to account for this growth in the respective regions.

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How can I advertise on LINE?

How can I advertise on LINE?

Primal is an award-winning, digital marketing company in Bangkok, that is launching its LINE Ads services.

Brands that see the value of utilising this potentially valuable avenue for reaching their regular customers and informing new potential customers about their brand will undoubtedly want to contact Primal. We'll explain how we can help your brand achieve prominence by embarking on a targeted programme of advertising campaigns. These campaigns are designed specifically around making the most of the LINE Ads platform.

We’ll apply the same attention to analytics and potential customer responses as we apply to other social media platform’s ads functions. Our expertise and experience will keep you up to date on exactly how your ads are performing in reaching your target demographic, as well as how effective the ads themselves are in their execution.


Most of us have been LINE users for many years before they launched their ads platform. By having a complete understanding of how LINE works and can help your brand to expand beyond your original markets, we've seen the app as a viable advertising platform for some time now.

The rollout of a LINE Ads platform was a foregone conclusion in our eyes. The ease of the apps use, the different communication modes it offers, and the instantaneous ability to reach your friends and family has always impressed us about LINE.

We have no doubt that with the addition of an ads platform to the app, the growth of LINE will continue to astound tech analysts and journalists as more and more users begin to explore the app worldwide. Brands that adopt LINE Ads as a powerful tool in their advertising portfolio will reap the untold benefits of this growth as well.

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