Line Ads Platform

Before we talk about Line Ads Platform, maybe we should talk a bit more about Line. Line is Japan’s largest social networking and messaging app. Think of it like Facebook and WhatsApp in one app with timelines and messaging. It’s more like the old Facebook app before it spun off Messenger into its own app. How influential is Line on a global scale? If you’ve ever used a sticker on Messenger or iMessage, you can thank Line for making it popular.

So why advertise on Line in Japan? It has the largest reach in Japan, dwarfing Facebook and Twitter in Japan with 71 million monthly active users (as a comparison, Facebook has 28 million, Instagram has 20 million, and Twitter has 45 million). And while the timeline feature isn’t used as much as Facebook, it has more than just the messaging app when it comes to ad placements.

Line Ads Platform Placements

Line can be a bit tricky for mobile user acquisition in Japan. If you buy ads on Line Ads Platform, your ad will appear on one of 4 core Line apps: Line, Line News, Line Blog, or Line Manga. These are all owned by Line. You may have also heard or seen Line Games which is Line Corporation’s game publishing division. Note that Line Games and its mobile games library are not a part of the Line Ads Platform placements.

Line Ads Tips And Tricks

Unlike Facebook which has very sophisticated targeting or Twitter where you can target specific keywords and handles, Line Ads is really all about creative. While there is some demographic and interest-based targeting, Line and their data are nowhere near as sophisticated as Facebook.

So how do you improve your Campaign in Japan? One of the best ways to improve your campaign is through creative. Start with high-quality, culturalized creative iterate quickly. If you see conversions start to drop or impressions decrease, consider refreshing creative. Bid strategy is important too. Line does not have CPI campaigns so you either run a CPC campaign for static or CPM for video. As Line’s algorithm can be a bit tricky, make sure to record any changes you make so you can develop a solid bidding strategy.

To be honest, though, the easiest way to start a Line ads campaign is to use a marketing agency (like Yengage!). On the technical side, Line can be tricky setting up an account. But if you have your own account and figured out how to integrate your tracking SDK, running any UA campaign is relatively straightforward. Given Line’s enormous reach, it’s a great way to scale up your user acquisition in Japan. You can’t afford to ignore it.

Interested in running a Line ads campaign for your mobile game? Email us at info[at]yengage.net and let’s chat!

By: Justin Endo. First Published: November 8, 2018.

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