The LINE app, operated by LINE Corporation, is a casual application used by over 95 million(*) people in Japan. (*As of 2023)
LINE ads, which take advantage of the LINE app, the most used app in Japan, therefore are an indispensable part of Japanese business.
This article summarizes the features and discretions of LINE advertising.
Please refer to this page if you would like to learn more about LINE Ads or if you would like to operate LINE Ads in Japan.

What is LINE?

The LINE application has many useful functions and is preferred by many Japanese consumers for its ease of use.
Here we will introduce some of the most commonly used functions as well as itsthe ability to distribute advertisements.

LINE Chat

This is the most popular function and it is used for exchanging messages using text, pictograms, and stamps.
You can also send images, group chat, etc.
Ads are displayed at the top of the chat list.

Official LINE Accounts

These are accounts for companies and businesses.
Anyone can open an account and send information to users who have added (registered) friends. Many companies use these accounts as they have high click rates and response rates.

LINE NEWS

LINE NEWS provides a wide range of news, including entertainment, sports, and economics.
Advertisements can be delivered along with each article.

Wallet

You can centralize the exchange and management of money within the LINE app.
With approximately 47 million monthly visitors, a wide reach is possible.

LINE VOOM

LINE VOOM is a service that allows users to view and post short videos within the app.
Since video advertisements can be delivered, it is desirable for visual appeal.

LINE Manga

LINE’s e-comics service has the highest cumulative number of downloads of any manga app in Japan.
Japanese people love manga, so taking advantage of this service can reach a wide range of users.

LINE Shopping

This function allows users to purchase products on the LINE App.
Stores in a wide range of industries, including fashion, home electronics, cosmetics, etc, list and display their products for purchase.
It is utilized by a large number of users, majority of them being in their 40s and 50s, as well as even older users.

Countries where LINE is used

LINE is used in more than 230 countries and regions around the world, with Japan, Taiwan and Thailand having the highest usage rates.

• Japan (usage rate of approximately. 70% )
• Taiwan (approx. 88%)
• Thailand (approx. 85%)

Consumers in the US and the UK mostly utilize Facebook and Instagram, and although the usagerate of LINE differs from country to country, we can expect great results if we select countries with the highest usage rates and distribute LINE ads accordingly.

Features of LINE Ads

As with other social media apps, LINE ads can be distributed by creating a campaign or ad group and setting the title, description, and images.
The billing methods that can vary depending on the bidding strategy, but the following three types are available.

• CPC (cost per click)
• CPM (cost per impression)
• CPF (charged per friend added)

In addition, notable features include the following

①Wide distribution network

When LINE Ads are distributed, they can be displayed on over 10,000 applications such as Cookpad, Lunarna and Jimoti, not to mention LINE Chat and LINE NEWS.
Its overwhelming reach is a major advantage of LINE Ads.

②Wide range of user demographics

LINE’s user base is characterized by the fact that there is no bias in user demographics, as the ratio of male to female users is about the same, and the age range is also wide, from teens to seniors.
Therefore, there is a good chance to be able to reach users who could not be reached by other means of media. Higher rates of success  therefore can be expected by using Google ads and other media in conjunction with LINE ads.

③High targeting accuracy

The appeal of LINE ads is their high targeting accuracy based on a wealth of user characteristics and behavioral data.
In addition to basic attributes such as age, gender and region, more detailed targeting is possible based on past purchase history, browsing history, and LINE official account friend registration status.
In addition, LINE’s unique phone number verification system can be used for targeting that cannot be achieved through other media.

④Low initial costs

There is no initial cost or minimum amount to place an ad on LINE. Ads can be placed for as little as ¥1,000 per day.
However, since it is an auction format, it may be difficult to achieve the desired effect if you do not spend a good portion of money for your ad.
(The highest eCPM among the ads that participated in the auction will be posted.)

Points to note when running LINE ads

Some products cannot be posted on LINE

There are some products that cannot be posted on LINE ads due to legal risks and other reasons.
Please be careful when dealing with the following types of merchandise.

• Religion related
• Gambling related
• Adult related
• Cigarettes
• Dating sites

Consideration for Creative Expression

There are certain rules for submitting creatives for LINE ads.

• Excessive exaggerated expressions
• Do not use too many symbols of the same type
• Do not use excessive spaces.

Please be careful not to use excessive spaces.
In addition, please note that text exceeding 20% of the total creative may not be accepted for reviewing.
In addition, since the format of images (videos) is also determined for each delivery surface, please prepare materials with reference to the following.

〇Still image

　”Card”  1200 x 628
　”Square”  1080 x 1080
　”Carousel”  1080 x 1080
　”Image (small)”  600 x 400
　”Image (Animation)”  600×400

〇Movie

　”Card”  16:9
　”Square”  1:1
　”Vertical”  9:16

Would you like to take on the challenge to build a Japanese business and enter the marketing space with LINE ads?

LINE ads can be distributed to the LINE App, which has overwhelming usage in Japan, and are highly recommended for those who want to achieve results for their businesses in Japan.
Further results can be expected by using LINE Ads in combination with other marketing media and by using fine targeting accuracy.
Our company manages advertisements in a wide range of media, including LINE ads, and is well versed in localized marketing from overseas to Japan.
If you are interested in distributing LINE ads, please feel free to contact us and we will be more than delighted to help achieve your business goals.