LinkedIn introduces message-based ad format called Conversation ads

LinkedIn has found a new way to show ads to its users which will result in much better engagement and response rate. These ads are shown inside the messaging platform for LinkedIn and this is not the first instance where ads are shown inside LinkedIn messages. However, this is a new ad format called Conversation Ads that extends on the message ads already available.

It is said that these conversation ads will provide LinkedIn advertisers with a way to customize ads for every user. The company says that this new ad format is more personal and engaging. You can also set a variety of call-to-action in this new format too which means that no two ad copies might be the same. As per LinkedIn’s explanation:

“Conversation Ads build on our current Message Ads offering (formerly Sponsored InMail), and feature a “choose your own path” experience that lets you create full-funnel campaigns with multiple customized calls-to-action, like product education, webinar sign-ups, and ebook downloads.”

Meeting your customers where they spend their time is just as important as how you engage them. This can be especially true in the B2B space, where buying cycles are longer and multiple stakeholders are involved in purchase decisions, making each conversation and interaction that much more important in building trusted relationships…

These ads are designed to help your prospects and customers access the content and offers most interesting to them instantly, driving higher-quality engagement for you.“

The company says that these new conversation ads will help with more engagement because it will bring uniqueness to every ad rather than being a generic one. The company also says that these ads will be sent when the user is active by adding that “messages can only be sent when the prospect is active on LinkedIn and in the right mindset.”