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Conquering Japan with LINE Ads 

Japan presents a compelling market for Western businesses.

With its dense population concentrated in urban centres and a high disposable income, Japan offers incredible potential for international expansion. However, navigating the cultural and linguistic nuances and the intricacies of establishing a digital marketing presence can be daunting.

This article serves as a comprehensive guide, unveiling the power of LINE Ads to penetrate the Japanese market. We will discuss the technical aspects of LINE advertising. We will also explore its unique targeting capabilities. Additionally, we will demonstrate how to start a successful campaign.

LINE: The Undisputed King of Japanese Social Media

LINE, a multifaceted messaging platform, transcends the traditional definition of social media in Japan. With 96 million monthly active users in a country of 122 million, it has a market penetration of over 78%.


Want to learn more?

Read our blog on why is LINE the most popular social media app in Japan.

Why is LINE the most popular social media app in Japan (1)


This dominance extends beyond raw numbers. LINE integrates seamlessly into daily life. Here are some of LINE’s most notable functions:

  • messaging,
  • mobile payments (LINE Pay),
  • news aggregation (LINE News),
  • in-app shopping experiences (LINE Shopping).

For Western businesses, this ubiquity presents a golden opportunity. By leveraging LINE Ads, companies can bypass traditional entry barriers. It allows for direct connection with their target audience within the familiar confines of the platform they already frequent.

Overview of social media in japan

LINE Ads: Placements & Requirements

LINE Ads offer a variety of high-impact placements within the LINE app. That includes top of chat, LINE News, LINE VOOM, LINE Wallet, Blog, and many more.

To ensure your LINE Ads are not only visually appealing but also compliant with platform regulations, adhere to these specifications:

Image Ads:

  • Format: JPG or PNG
  • Size: less than 5MB
  • Dimensions: 1200 x 628 | 1080 x 1080 | 600 x 400

Video Ads:

  • Format: mp4
  • Frame Rate: up to 30fps
  • Aspect Ratio: 16:9 | 1:1 | 9:16 
  • Resolution: Up to 1080p
  • Bitrate: 8Mbps
  • Duration: 5-120 seconds
  • File Size: under 100MB


  • Headlines: up to 20 characters
  • Descriptions: up to 75 characters
  • Carousel Ads: For a more engaging experience, LINE Ads allows for carousel formats containing up to 10 slides. Each slide’s headline can be up to 20 characters. Descriptions within carousels should not exceed 40 characters to maintain clarity on the smaller screen space.

By following the rules, you can increase the chances of successful ads. Adhere to the guidelines to optimize the impact of your LINE Ads and reach the right people. Remember, concise and impactful messaging is crucial in the fast-paced world of mobile advertising.

LINE Ads: Targeting Precision

One of the most compelling advantages of LINE Ads lies in its granular targeting capabilities.

The platform allows you to hone in on specific user segments based on a combination of factors:

  • Demographic Targeting: Target users based on age, gender, and location.
  • Interest Targeting: Reach users interested in specific categories or products based on their browsing and search history. LINE’s affinity targeting allows you to target users based on their inferred interests.
  • Website Retargeting: Reconnect with users who have previously visited your website, allowing for remarketing campaigns and nurturing leads.
  • Lookalike Audiences: Expand your reach beyond existing audiences by targeting users with characteristics similar to your high-value customers.


Want to learn more?

Read our blog, where we explain LINE Ads targeting options in detail.

LINE Ads Targeting - explained

LINE Ads: Technical Considerations

To embark on your LINE advertising journey, you must meet several technical requirements:

  • Verified LINE Official Account: A verified LINE Official Account acts as your brand’s official presence on LINE. It allows you to interact with customers, build a following, and ultimately run ad campaigns. Verification requires a registered entity in Japan.


Want to learn more?

Download our free LINE Official Account Media Guide.

LINE Official Account Media Guide


  • Japanese Ccredit card: LINE Japan offers prepaid advertising accounts for overseas businesses. You will need a Japanese credit card to top up the account. Partnering with a local agency can navigate this hurdle.
  • Localized Website: Your website must be fully translated into Japanese to provide a smooth user experience and follow marketing regulations.
  • Ad creatives: those should be tailored for the Japanese market. Remember to consider cultural nuances and visual preferences. Partnering with a local agency with expertise in Japanese marketing can ensure culturally appropriate and high-performing creative assets.

Campaign Management and Optimization

LINE Ads provides a robust campaign management dashboard with comprehensive reporting and analytics.

This allows you to monitor KPIs like impressions, clicks, conversions, and CPA to optimize your campaigns in real time. A/B testing different ad formats, targeting options, and creatives is crucial for achieving optimal performance.

Compliance and Regulations

Like any marketing endeavour, compliance with Japanese advertising regulations is crucial.

These regulations cover prohibited content (e.g., false advertising, misleading claims), targeting restrictions (e.g., limitations on targeting minors), and data privacy considerations. Partnering with a local agency can help navigate the legal landscape.


Western businesses can tap into the Japanese market’s potential by using LINE Ads and working with a local agency.

LINE’s ubiquity within Japanese life and its advanced targeting capabilities present a unique opportunity to connect with your target audience in a familiar and trusted environment. This comprehensive guide has equipped you with the knowledge and strategies to embark on your LINE advertising journey.

Remember, success hinges on cultural sensitivity, meticulous planning, and a data-driven approach to campaign optimization. With the right tools and expertise, conquering Japan with LINE Ads becomes a strategic and achievable goal.

Start promoting your brand

At DMFA, we provide business account management services on LINE for LINE Official Accounts and LINE Ads.

Contact our Japanese PPC experts for further information if you want to promote your business on LINE.

Simply fill in the form and our team will get back to you as soon as possible →

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