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LINE Advertising Deep Dive Part 1: The Mobile Revolution and Why LINE Dominates in Thailand
- theo5416
- Sep 15
- 3 min read
Updated: Sep 19
In Thailand, no app has reshaped the digital landscape quite like LINE. With more than 54 million monthly active users, LINE reaches almost the entire population of the country — roughly 75–80% of all Thais. This incredible penetration makes LINE not just a messaging platform, but an entire ecosystem for communication, content, and commerce. Much like WeChat in China, LINE has evolved beyond chat into a one-stop community where people shop, share, play, and engage with brands.
This post begins our deep dive into LINE advertising. In Part 1, we’ll look at the mobile revolution that powered LINE’s rise, why it is so deeply rooted in Thai culture, and what this means for businesses looking to connect with audiences.
The Mobile-First Revolution
Thailand is one of the world’s leaders in mobile internet usage. On average, Thai consumers spend nearly five hours per day on their phones, making mobile the dominant screen in their daily lives. Instead of juggling dozens of apps, many users prefer to centralize communication, shopping, and entertainment within a few key platforms.
This shift to mobile-first behavior created the perfect conditions for LINE’s growth. By positioning itself as more than a chat app, LINE has become a digital hub where users can do everything from ordering food to paying bills to following their favorite brands.
Following the WeChat Model
LINE’s strategy mirrors what WeChat achieved in China — building an ecosystem that keeps users engaged across multiple touchpoints. Rather than just being a messenger, LINE is evolving into a super app:
Content: news, music, video, and lifestyle updates.
Commerce: e-wallets, shopping, coupons, and deals.
Community: chat groups, stickers, and social sharing.
Communication: private chats, group discussions, and brand accounts.
For advertisers, this integration means that LINE is not just a channel, but an environment where customers live, making it one of the most powerful tools for digital marketing in Thailand.
A Day in the Life with LINE
To understand LINE’s dominance, consider how it fits into a typical Thai consumer’s daily routine:
Morning: Checking LINE for messages from friends and family.
Daytime: Using LINE groups for work chats and university coordination.
Evening: Browsing LINE Today for news, entertainment, and trending updates.
Shopping moments: Redeeming a LINE coupon or exploring a Rich Menu offer from a brand’s Official Account.
This integration into daily life makes LINE more than just an app — it is part of the cultural fabric.
Sticker Culture and Emotional Connection
One of the unique drivers of LINE’s success in Thailand is its sticker culture. Stickers have become a popular way for people to express emotions, often replacing text altogether. Sponsored stickers allow brands to connect with audiences in a fun, emotional, and highly shareable way.
For example, a brand that launches free stickers in exchange for following its Official Account can quickly gain thousands — sometimes millions — of new followers. While this tactic has challenges (like follower quality and cost), it shows the power of LINE as a marketing tool embedded in culture.
Why LINE Matters for Advertisers
The dominance of LINE in Thailand presents both opportunities and challenges for businesses:
Opportunity: With such massive reach, brands can engage nearly every demographic in the country through one platform.
Opportunity: The ecosystem allows integration of paid ads, official accounts, and CRM data for full-funnel strategies.
Challenge: Unlike Facebook or Google, LINE’s ad targeting is still developing, meaning brands need to rely on smart strategy and creative execution.
Despite these challenges, LINE remains essential for advertisers who want to reach Thai audiences where they spend most of their time.
Final Thoughts
The mobile revolution has shaped Thailand into one of the most mobile-first nations in the world, and LINE has become the centerpiece of this shift. For businesses, understanding LINE is no longer optional — it is critical.
In the next part of this series, we’ll look closely at paid push marketing through the LINE Ads Platform — how it works, where it performs best, and how advertisers can use it to complement their broader digital strategies.
If you would like to dive deeper into this session, you can watch the full lecture here:
Want to see how LINE could fit into your own media plan? Click below to request a free Insight Audit from AIQ and discover opportunities to connect with your audience through Thailand’s leading app.
