LinkedIn to roll out new conversation ads for advertisers
Business networking platform LinkedIn is introducing conversation ads within the messaging service of the platform.
The move is to improve personalisation and builds on the current message ads, formerly sponsored inmail.
The number of messages sent on LinkedIn has quadrupled in the past five years.
The new format will feature full-funnel campaigns with options for multiple customised calls-to-action such as product education, webinar sign-ups, or ebook downloads.
More than 2.5 billion people across the world use mobile messaging apps, and LinkedIn has seen a shift to more personal one-on-one conversations.
The ads can be incorporated into campaigns that also use other features such as lead-gen forms and conversion tracking.
The new product will roll out globally in beta to all advertisers over the next few weeks.
The conversation ads are designed for real-time engagement so they can be used when the prospect is active on LinkedIn “and in the right mindset.”