Currently, LINE is one of the leading digital platforms used by Thais, not only for communication but also for business, including brand building and sales through LINE OA and advertising to raise awareness for products and brands via LINE Ads. Recently, LINE held an online seminar LINE Ads Talk 2024, where the Display Advertising Team of LINE Thailand shared the success of LINE Ads, which has been enhanced by the development of Machine Learning and the introduction of new ad formats that continuously improve targeting accuracy over the past year. This has significantly reduced costs for businesses, evidenced by a 8% decrease in CPM, over 18% decrease in CPC, 22% decrease in CPF, and an 11% decrease in CPV compared to overall results in 2023. Additionally, it has improved the effectiveness of advertising campaigns on the platform, with an overall 16% increase in CTR and an 18% increase in overall ad visibility, or CVR, compared to the previous year.

During the event, LINE also revealed trends in the use of LINE Ads over the past year. It was found that most businesses in Thailand now have their own websites or product listings, leading to a high demand for increased website visits. Consequently, the advertising objective for Website Visit has become the most popular this year, followed by objectives for Gain Friend and Reach.

However, in terms of growth, the most promising objective is Smart Channel Custom, with a projected growth rate of 216% by the end of the year, particularly from technology, shopping, and financial service sectors. This is followed by the Website Conversion objective, which encourages customers to transact and purchase on the website, supported by brands developing Conversion APIs for better tracking, especially in the financial sector that seeks to capture customer leads, and in shopping and supplements. The third is the Website Visit objective, which remains a priority for brands and continues to grow, especially in finance, automotive, and shopping sectors.

Regarding consumer interests, LINE revealed that the trend for clicking on ads on LINE Ads is highest for shopping products or businesses, with an average predicted CTR of 0.51%, followed by financial service ads at 0.44% and mother and child product ads at 0.42%. The effectiveness of brand advertising will depend on the ad format, placement, and campaign management.

This year, LINE is focusing on four main strategies to continuously develop LINE Ads:

  1. Expanding advertising space by revealing insights on the latest ad placement in LINE ALBUM, which has over 24 million active users per month, targeting young working adults aged 20-29 with purchasing power. In addition to supporting image ads, LINE Ads also plans to increase ad placements in other services in the future, such as ads in Threads rooms or subtopics in LINE Open Chat, ads on NOTE pages, and ads in LINE TODAY STORY.
  2. Diversifying target audiences after a major update to the in-depth audience characteristics or Persona Targeting, allowing advertisers to select target audiences more precisely based on shopping behavior and purchase intent. This has led to impressive results, with a 4x increase in Conversion Rate (CVR)! Additionally, 32 new product categories in terms of interests have been added, allowing advertisers to select target audiences based on interests more precisely, with plans to expand by over 100 more categories in the future. The Auto Targeting function is also another option for Thai advertisers, using Machine Learning to find new target audiences with profiles similar to existing customers, enhancing access to new quality customers through AI. Brands that have tried this have seen a 54% increase in CTR compared to manually selecting target audiences based on interests.
  3. Introducing new ad formats that attract more attention by developing a VDO ad upload system on chat listing pages for easier use by advertisers. LINE Ads has also introduced a new ad format called Carousel Ad, which can appear on LINE Open Chat, with impressive results showing a CTR 1.6 times higher than image ads in the same position, making it the highest CTR among all other ad formats.
  4. Improving ad tracking efficiency with tools like LINE Tag to help track customer behavior along the shopping journey or when using various services on the platform. Advertisers can set options for tracking various customer behaviors through LINE Tag, called Standard Event, with 7 predefined events, such as viewing product listings, adding items to the cart, starting the checkout process, purchasing (Purchase Event), and providing contact information (Lead Gen Event). This allows advertisers to clearly select which customer behaviors they want to track, making it more convenient without the hassle of manual setup, while also enhancing the system's learning and tracking capabilities, potentially reducing CPA by up to 22%. LINE Ads also plans to offer ROAS Optimization for advertisers tracking purchase behaviors through LINE Tag in the future.

LINE understands Thai consumer behavior well and has continuously developed innovations for effective business operations, particularly in advertising on LINE through LINE Ads, which has been enhanced with various technologies to improve advertising accuracy. It also offers a comprehensive range of ad placements, attractive ad formats, and detailed targeting options for marketers, enabling all businesses in Thailand to create highly effective advertising campaigns without limits.

For more information about LINE Ads, interested parties can visit https://lineforbusiness.com/th/service/line-ads. For organizations interested in using LINE Ads, they can fill out a form to contact the LINE Thailand business consulting team at https://lineforbusiness.com/th/contact or contact their brand's managing agency immediately, or choose to contact LINE's partner agencies at https://lineforbusiness.com/th/partner.

About LINE for Business  is a service group from the LINE platform for Thai businesses, aimed at enhancing the online business potential of Thai entrepreneurs to be on par with international businesses, enabling sustainable growth in the new era. It consists of two main solution groups: LINE Official Account, which is an official account that connects with various tools to create online storefronts, with over 6 million accounts currently opened, and LINE Ads, which is a solution for advertising on the LINE platform with various ad placements, along with many other tools that help businesses grow through chat comprehensively.