.png)
LINE Advertising Deep Dive Part 2: Paid Push Marketing with the LINE Ads Platform
- theo5416
- Sep 16
- 3 min read
Updated: Sep 19
In Part 1 of this series, we looked at how LINE became Thailand’s dominant app, with more than 54 million monthly users — reaching nearly 80% of the population. For advertisers, this massive reach is a unique opportunity. But how do brands turn this user base into measurable business results? The answer lies in the LINE Ads Platform (LAP).
What Is the LINE Ads Platform?
The LINE Ads Platform is LINE’s version of Facebook Ads or Google Ads. It allows advertisers to push messages and campaigns to users across LINE’s ecosystem, including:
Chat List (messages delivered directly alongside personal conversations).
Timeline (sponsored posts appearing within the feed).
LINE Today (content and news hub).
LINE TV and Wallet (special placements for video and commerce).
Like other platforms, LAP is organized into campaigns, ad groups, and ad units, making it familiar to anyone who has used Facebook or Google Ads.
Objectives You Can Choose
Advertisers on LAP can select from a range of campaign objectives depending on their goals:
Website visits
Conversions (purchases, form fills)
App installs and app engagement
Video views
Dynamic product sales
Friend acquisition (gaining new followers for a LINE Official Account)
Reach and frequency
This flexibility allows brands to use LAP at different stages of the marketing funnel, from awareness to conversion.
Targeting and Bidding Options
One of the biggest questions marketers ask is how LINE’s targeting compares with Facebook and Google.
Strengths:
LINE allows demographic targeting by age, gender, and location.
Custom audiences can be built for retargeting users who have already interacted with your brand.
Limitations:
Compared to Facebook and Google, LINE has fewer data points for interest-based targeting.
The algorithm is still developing, which makes it less effective for reaching niche B2B or tightly defined B2C segments.
As for bidding, LAP supports common models like cost-per-click (CPC) and cost-per-impression (CPM). Advertisers can adjust bids depending on competition and desired outcomes.
Where LINE Ads Work Best
Based on advertiser experiences, LINE Ads tend to perform best in the following scenarios:
Mass market branding: campaigns targeting broad demographics, where LINE’s scale delivers strong reach at reasonable cost.
Video and awareness campaigns: placements in Timeline and LINE Today are well-suited for building recognition.
Retargeting: LINE’s ability to reconnect with users who already engaged with your brand makes it an excellent channel for remarketing.
Where it struggles is precise audience targeting, particularly for niche industries or highly specific B2B campaigns. In those cases, Facebook or Google often provide better targeting depth.
Strategic Recommendations
To maximize performance on the LINE Ads Platform:
Use LINE for scale: prioritize awareness and branding campaigns where mass reach matters.
Combine with other platforms: run search or Facebook ads for precision targeting, then retarget on LINE to reinforce messages.
Leverage retargeting: focus on users who already interacted with your brand through your website, app, or Official Account.
Test creative formats: experiment with video, coupons, and direct chat placements to see which generate the highest engagement.
Final Thoughts
The LINE Ads Platform gives advertisers direct access to one of Thailand’s most engaged user bases. While its targeting tools may not yet rival Facebook or Google, its strength lies in reach, branding, and retargeting. For brands that want to stay relevant in Thailand’s mobile-first market, LAP is an essential tool in the media mix.
In the next part of this series, we will explore how businesses can build organic audiences through LINE Official Accounts — using tools like Rich Menus, stickers, and coupons to engage users over the long term.
If you would like to dive deeper into this session, you can watch the full lecture here:
Want to see how LINE Ads could fit into your own campaigns? Click below to request a free Insight Audit from AIQ and discover opportunities to maximize your brand’s reach.
