LINE Ads in Thailand Explained: LINE Ads, Smart Channel and LINE TODAY
If you sell to Thai consumers, LINE is hard to ignore. It is the main messaging app in Thailand: people chat with friends, follow brands, read news and pay bills inside it. Many Thai customers would rather message a business on LINE than send an email or fill in a form.
That makes LINE advertising a powerful channel, but the formats can be confusing for businesses new to Thailand. This guide explains the three main options using the LINE for Business 2026 rate card.
The three main formats
| Format | Where it shows | How you buy | Best for |
|---|---|---|---|
| LINE Ads (bidding) | Several placements, including Smart Channel | Self-set targeting and budget | Leads, friend adds, chat enquiries |
| Smart Channel (booked) | Top banner of the chat list | Daily bookings or fixed-CPM impressions | Mass awareness in a short window |
| LINE TODAY | LINE's news and article feed | CPM | Brand storytelling next to news content |
1. LINE Ads (bidding)
You choose an audience by age, gender, location and interests, set a budget, and the system bids for placements. On the 2026 rate card, Smart Channel Custom campaigns have a minimum budget of 50,000 THB per campaign with a CPM of around 120 THB.
Common objectives:
- Grow your LINE Official Account friends so you can broadcast offers later
- Start chats and close sales in the conversation
- Drive traffic to your website
For measurable sales, bidding LINE Ads is usually the best starting point because targeting and budget can be adjusted at any time.
2. Smart Channel (booked)
Smart Channel is the banner at the top of the chat list, the screen users open most often.
| Option | Rate card price (excl. VAT) | What you get |
|---|---|---|
| Smart Channel R&F | Fixed CPM 30 THB, min. 5M impressions | Age and gender targeting at a fixed cost |
| 20% SOV, 1-day booking | 300,000 THB/day | Reach of about 6–8M + Master Banner |
| 40% SOV, 1-day booking | 550,000 THB/day | Reach of about 12–16M + Master Banner |
| 100% SOV, 1-day booking | 1,200,000 THB/day | Reach of about 30–40M + Master Banner |
Bookings suit product launches and big campaign days. There is also a LINE Desktop Ad on the chat list and OpenChat for desktop users: 120,000 THB/day on weekends and 300,000 THB/day on weekdays.
3. LINE TODAY
LINE TODAY is LINE's news and content feed. Ads appear between articles and are sold on CPM, with a minimum of 500,000 impressions over two weeks.
| Format | CPM (excl. VAT) |
|---|---|
| Display / Native, Collection Ad | 60 THB |
| Slide / Outstream | 80 THB |
| Pre-roll Video | 100 THB |
| Underlay Ad | 120 THB |
Which one should you choose?
- Want chats and friend adds? Start with bidding LINE Ads.
- Need huge reach on one day? Book Smart Channel.
- Want to tell a brand story with video? Use LINE TODAY.
Whichever you pick, set up your LINE Official Account first, with a greeting message and rich menu, because that is where interested customers land. See our LINE OA price guide.
Pricing through Ignite ROI
We charge the LINE rate card plus a 15% service fee, excluding 7% VAT. For example, 50,000 THB of media plus a 7,500 THB fee is 57,500 THB before VAT. That covers targeting, creative and reporting, in English if you prefer. Calculate a quote on our LINE Ads page.
Summary
Bidding LINE Ads finds customers, booked Smart Channel buys reach fast, and LINE TODAY builds the brand next to news content. Pick by goal, and make sure your LINE OA is ready to receive customers.
Add LINE @igniteroi · Call 083-663-2238 · LINE Ads plans
FAQ
What is the minimum budget for LINE Ads in Thailand?
On the LINE 2026 rate card, Smart Channel Custom campaigns have a minimum budget of 50,000 THB per campaign, excluding 7% VAT.
Why advertise on LINE instead of Facebook in Thailand?
LINE is the main chat app in Thailand, and many customers prefer to contact businesses there. LINE ads can send people straight into a chat or friend add with your official account.
Can Ignite ROI run LINE campaigns in English for a foreign company?
Yes. We plan and report in English; ad creative can be in Thai for Thai audiences. Pricing is the LINE rate card plus a 15% service fee, excluding VAT.