With the rapid spread of smartphones and tablets, companies and marketers are increasingly using SNS advertising to create opportunities to reach more users and expand their businesses and services. In recent years, with the emergence of various SNS applications, each SNS has its own advertising deployment method, and the field of play is expanding.
In the SNS advertising market, LINE advertising is an advertising medium that continues to attract attention. The number of LINE users in Japan is huge, and LINE has established its value as an indispensable application in our daily lives. Because LINE has a large number of users, it has a large base of users that can be approached through advertising. If advertising companies and marketers have more opportunities to contact a large number of users, they can expect to expand the range of business and services they provide, making them a reliable ally. In addition, LINE has gained support from a wide range of people due to its constant application updates and extensive support system that takes into account not only general users but also companies and marketers.
In this article, we will explain what “LINE advertising” is that has gained so much support. From this point on, we will introduce in detail the characteristics of LINE ads and the newly announced services “LINE VOOM” and “LINE POP Media.”
What is LINE advertising?
LINE primarily provides voice calling services and chat services using devices such as smartphones, tablets, and computers. These services have the advantage that anyone can easily start using them by installing the app, and because the revolutionary services can be used for free, they are now gaining high support from many users. LINE advertising makes it possible to distribute advertisements within such revolutionary communication apps. Actual LINE advertising falls under the category of programmatic advertising.
LINE has a very high app penetration rate in Japan, boasting 90 million monthly active users, and is growing year by year into a huge platform. Since many users gather and the number of active users who use the LINE app on a daily basis is secured, LINE ads can be used to create opportunities to contact many users. This makes it possible for companies and marketers to approach a wide range of targeted users with their businesses and services.
About the characteristics of LINE ads
From here, we will briefly introduce the typical features of LINE ads.
Expect a lot of reach
Nowadays, various SNS apps have been created, and we have entered an era where users can freely choose their favorite applications according to their hobbies and preferences. Among them, there are a large number of users who use LINE, and survey data shows that over 80% of SNS users actually use the LINE app. LINE Ads has a feature that allows you to target users using various segments. Segments include age, gender, user interests, region, etc., and it is possible to narrow down the user group that matches the purpose of advertising distribution from a wide range of user groups and reach them appropriately.
Although there are now many applications and many companies and marketers are implementing SNS advertising, there are still many users who do not use Twitter, Instagram, etc. On the other hand, there are more users using the LINE app than other SNS apps. Therefore, by using LINE ads, it is possible to distribute advertisements to a user group that could not be reached through SNS ads until now, and it is possible to develop a new user group.
A wide variety of ad distribution destinations
By using LINE Ads, you can display advertisements on the screens of various services provided by LINE. The main display locations for LINE ads are the familiar timeline screen and chat screen, but there are also other LINE ads such as LINE NEWS, LINE Manga, LINE BLOG, LINE Point Club, LINE Shopping, etc. It is now possible to distribute advertisements to various popular services provided by.
Ads can be distributed using creatives using images, videos, and text on the timeline, which is the basic distribution destination. Since a relatively large proportion of Timeline users are women, we can expect a high effectiveness in promoting products and services aimed at female users. The timeline screen and chat screen, which are used by the most users and seen most often within the LINE app, can be expected to be effective in large-scale promotions, so you can expect to expand your business and services.
Advertising costs are determined by auction format.
As mentioned above, LINE ads are performance-based ads. Therefore, the price of advertising space is determined by auction. The price will fluctuate depending on the level of popularity and topicality at the time, but if you want to deliver advertisements to a user group with high demand, the competition will be high and requests for placement will exceed the ad placement space. In such a case, bidding with a low amount setting will not be able to win the auction and the advertisement will not be displayed. In order to display ads effectively, be careful when setting bids and efficiently approach your target users.
How to pay for LINE ads
There are two types of billing methods used for LINE advertising. Actual billing methods include a billing method called “pay per click,” in which charges are incurred only when a user clicks on a displayed ad, and a billing method in which charges are incurred only when a video ad is completely displayed on the LINE app screen. There are two types of “impression charges” that occur.
The pay-per-click system is a system in which users are charged when they take an action such as clicking on an ad actually displayed on the screen and move to the destination page. Even if an advertisement is displayed on the screen, there is no cost if it is only for display. Therefore, you can approach your business or service to target users without wasting advertising costs. However, there are some things to keep in mind: the cost per click is determined in an auction format, so keep in mind that the cost per click can fluctuate and even rise.
The pay-per-impression system is a system in which users are charged when they actually take the action of viewing a video ad. If the video within the video ad space is not 100% displayed, it will not be converted into “1 impression”. Since you can use videos creatively, you have an excellent ability to approach users with information, increasing the possibility that your ads will reach more users. However, some users who view advertisements have little interest in the services provided. Please be aware that users who do not have that purpose may view your advertisements, so it may be difficult to attract customers.
What is the newly launched service “LINE VOOM”?
“LINE VOOM” is a new service announced by LINE in December 2021.
There were various announcements during the pre-release period, and some users may have actually seen them. From here, we will introduce the new service LINE VOOM.
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What is LINE VOOM?
Timeline is a tool that is also a popular content on the LINE app. LINE VOOM exists as a service that replaces this function after version upgrades starting from 11.20.0. LINE’s timeline has features such as posting by users who are your friends, displaying advertisements from companies and marketers, and introducing recommended official accounts. In addition, it was equipped with “like, share, and comment” functions, and by utilizing these functions, it was a service that could obtain communication with timeline users.
Unlike Timeline, LINE VOOM allows you to post and view mainly video content.
Similar to Timeline, LINE VOOM content can be used on both official company accounts and general accounts. Generally, an account owned by an individual will receive both video content posted by the individual and video content posted by the company. In fact, LINE VOOM has “Recommended” and “Following” items for users, so be sure to understand them. The “Recommended” tab has the feature that a wide variety of video content is displayed regardless of whether or not you follow the LINE account.
The “Following” tab displays video content from LINE accounts that the user has decided to follow.
Additionally, when it comes to advertising within LINE VOOM, ads can basically be displayed within the “Recommended” tab. The advertisements displayed will be composed mainly of videos, which will easily attract the attention of users and create points of contact with a relatively large number of users.
Features of LINE VOOM
A major feature of LINE VOOM is its video-specific content. In recent years, with the development of a new internet environment called 5G, an environment has begun to emerge in which we can enjoy videos and video content more than ever before. The appearance of LINE VOOM may also be influenced by these trends of the times.
Although it is possible to post images and text, by using mainstream video creative, it is possible to appropriately and clearly deliver content that is difficult to convey with images and text alone to users.
LINE also has the familiar “Friends” feature. However, LINE VOOM has a similar function called “Follow.” The “Friends” feature primarily uses adding people to your “Friends” list as a way to receive information from people you exchange messages with and from official company accounts. On the other hand, “Follow” on LINE VOOM allows you to receive video posts from LINE VOOM, and “Follow” is required to view video content posted on official accounts.
Another major feature of LINE VOOM is that it can be monetized. Terms of use will apply in order to monetize.
The first condition of use is that you have acquired at least 500 followers using the “Follow” function. In addition, usage conditions based on the playback time of the posted video are also required. Regarding this content, we need an example where the total playback time of the posted video exceeds 50 hours in the past month.
Users who meet these conditions of use will be able to start monetizing LINE VOOM by using a system that embeds advertisements in the video content they post.
What is the new service “LINE POP Media”?
LINE POP Media is a new service that LINE will start providing from June 2022.
This feature uses LINE’s unique LINE Beacon to deliver advertisements on the LINE talk list screen to users visiting physical stores on the spot.
Advertising content includes the ability to post coupons and flyers that can be used in physical stores, and POP displays that were previously analog-based in-store displays can now be displayed on users’ smartphones and tablets. It also has the ability to guide users to product shelves where products are displayed.
In recent years, attention to contactless services continues to increase. Even in physical stores, we accurately deliver in-store information to users, such as minimizing the number of in-store calls to customers, and displaying advantageous coupons and promotional information using POP. It’s becoming difficult. Taking these factors into account, the use of LINE POP Media greatly increases the number of contact points that lead to purchases by users visiting the store.
summary
In this article, we will explain what is “LINE advertising”? From this point on, we have introduced in detail the characteristics of LINE advertisements, as well as the newly announced services “LINE VOOM” and “LINE POP Media.”
By using LINE ads, which have a large number of users, it is possible to reach more users with your business or service. I also learned that it is possible to distribute advertisements within a variety of popular content available within LINE.
In keeping with the trends of the times, LINE has continued to update its version and announce new services such as “LINE VOOM” and “LINE POP Media”. We play a major role in connecting expanding companies and marketers. We can expect the new service to be updated in the future, and it is expected to attract even more attention. Let’s continue to pay close attention to trends in the various services offered by LINE and utilize them to grow our businesses and services.