LinkedIn has found a new way to show ads to its users, which will result in a much better engagement and response rate. These ads are displayed within the LinkedIn messaging platform, and this is not the first instance where the ads are displayed within LinkedIn messages. However, this is a new ad format called Conversational Ads, which extends to messages that are already available.
LinkedIn said in a statement that today more than 2.5 billion people (35%) in the world use mobile messaging applications, and that number is expected to reach nearly 40% by 2023. LinkedIn itself has seen changes towards more personal one-on-one conversations, where posts have quadrupled in the last five years.
What Conversation Ads Bring to Advertisers?
As per LinkedIn: “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 buying decisions, making each conversation and interaction that much more important in building trusted relationships. ”
That is why LinkedIn has developed a new message-based ad format that helps interact with prospects in more personal and engaging ways. It is said that these conversation ads will provide LinkedIn advertisers with a way to customize ads for every user. The company says this new ad format is more personal and attractive. You can also place various calls to action in this new format, which means that no two copies of the ad can be the same.
Conversation Ads can be used with other features like Lead Gen Forms and Conversion Tracking to help turn your conversations into conversions. What is more, they are designed for real-time engagement, which means messages can only be sent when the prospect is active on LinkedIn and in the right mindset.
Conversation Ads seem like a pretty exciting concept. It will be interesting to keep track of how they will function once they are launched. LinkedIn says Conversation Ads are rolling out over the next few weeks as a public beta to all advertisers in all languages.