[Preservation Version] Thorough Explanation of LINE Ad Size (Variation) Regulations and Precautions

Many companies are considering LINE ads to succeed in customer attraction and marketing activities.

Since LINE is used by many users in Japan, it is possible to effectively approach a targeted audience through advertisements.

However, even if you want to deliver advertisements on LINE, there are many people who do not sufficiently understand the regulations and specifications of LINE ads.

LINE ads have regulations and specifications for various sizes (variations) tailored to the delivery purpose and products/services.

Therefore, those considering posting advertisements on LINE should understand the specifications and precautions of LINE ads beforehand.

So this time, we will thoroughly explain the size (variation) regulations and precautions for LINE ads.

Why Size Regulations Are Important for LINE Ads

The 4 main reasons why size regulations are important in LINE ads are as follows:

• To maximize user engagement.
• To maintain and unify the brand image.
• To improve ad delivery efficiency.
• To facilitate the review process.

By optimizing the size according to the distribution surface of LINE ads (smartphone screen size, aspect ratio, etc.), you can attract users' attention and expect improvements in click-through rates and conversion rates.

Furthermore, if the size is optimized, the visibility of the ad increases, and it is possible to directly convey the brand message.

Also, if you create an ad that ignores size regulations, there is a risk that it cannot be posted, fails a review, or the ad image will be automatically cropped by the delivery system, resulting in reduced visibility.

Therefore, correctly creating ads and adhering to size regulations is an extremely important point to improve delivery performance.

Regulations for LINE Ad Format "Image"

In LINE ads, there are two types of creatives, "Image" and "Video," and they are used differently according to the purpose and distribution surface.

Regulations for image creatives are primarily as follows:

Since "Card (1.91:1)" and "Square (1:1)" can cover almost all distribution surfaces of LINE ads, they are sizes that should be created preferentially.

On the other hand, "Small Image (1:1)" is distributed at high-visibility locations such as the top of the talk list.

As for animation images, while the places where they are displayed are limited, giving them movement makes it easier to attract users' eyes.

Regulations for LINE Ad Format "Video"

Next, we will explain the regulations for video creatives.

Videos can convey more information than still images and can provide a narrative, thus high conversions are expected.

In particular, "Vertical (9:16)" is suitable for full-screen display such as LINE VOOM (formerly Timeline), allowing for highly immersive ad distribution.

When utilizing video creative, it is important to have a composition that can attract users in the first few seconds.

LINE Ad Distribution Surface and Supported Sizes

LINE ads have many distribution surfaces, each having a different supported aspect ratio.

Instead of setting each place you want to deliver to one by one, by preparing "Square (1:1)" images and videos, you can post advertisements on almost all distribution surfaces and expect a high exposure effect.

If possible, it is ideal to prepare multiple aspect ratios so that you can adapt to all distribution surfaces.

Precautions During LINE Ad Production

When producing LINE ads, there are several key points to note. Understanding these will help prevent review failures and enable effective distribution.

Be Conscious of Text Volume (20% Rule)

Previously, ad delivery was restricted if the text area within the image exceeded 20%, but this has now been abolished. However, images with excessive text lack visibility and tend to be shunned by users.

It is important to clearly divide roles, such as succinctly describing important messages within the image and providing detailed explanations on the linked page.

Secure the Safe Area

Depending on the distribution surface or terminal display settings, the edges of the image may be slightly cut off, or icons may overlap at the top.

Therefore, it is essential to place important elements such as text and logos in the center and provide a "safe area" of about a few pixels from the edge. By utilizing the central part with high visibility, you can increase the probability of information delivery.

Consider Visibility

Since LINE is a communication tool used daily, users scroll through the screen at a very fast speed.

To have a creative that conveys what product or service it is and what its benefits are at a glance, be conscious of using high-contrast color schemes and choosing highly readable fonts.

Tips for Increasing LINE Ad Performance

Finally, we will introduce tips to maximize the cost-effectiveness of LINE ads.

Perform A/B Testing of Creative

What kind of images or videos appeal to users cannot be known until actually distributed. Deliver multiple creatives with the same aspect ratio but different appeals or designs simultaneously, and compare which one performs better (A/B testing).

Continuously improving creative based on obtained data is a shortcut to successful ad management.

Perform Appropriate Targeting Settings

In LINE ads, detailed targeting based on user interests, concerns, and attributes is possible.

If targets are too broad, unnecessary impressions increase, and if they are narrowed down too much, ads become difficult to reach, so it is necessary to identify a well-balanced setting that matches your company's potential customers.

Choose the Optimal Format According to the Delivery Surface

Choose image or video according to the characteristics of the target or brand you want to approach.

Strategic usage is important, such as using images when you want to show detailed specifications carefully, and using video delivery when you want users to experience the brand's worldview or intuitively convey an operation method.

Tomira LINE Ad Operation & Consulting

Summary

We have explained the size (variation) regulations and precautions for LINE ads.

LINE ads have a variety of aspect ratios matching distribution surfaces and device specifications.

First, start by preparing "Square (1:1)" images and videos, which are highly versatile. You can maximize the ad effect by gradually increasing the supported sizes.

We hope that you will refer to this article to produce LINE ads that convey the charm of your company to the maximum and connect it to the growth of your business.