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This week, LinkedIn announced a new message-based ad format that uses conversations to deliver a customized ad to each user. The Conversation Ads are an extension of the existing Message Ads (previously named Sponsored InMail) and feature a “choose your own path” format that lets brands create full-funnel campaigns with multiple, campaign-specific calls-to-actions including product education, e-book downloads, and webinar sign ups.

In addition, the new Conversation Ads can be used with other features like Lead Gen Forms which help make it easier to get quality leads and Conversion Tracking which measures the true impact of your in-platform ads. These ads provide real-time engagement, so they can only be sent when the prospective is logged in and active on LinkedIn.

LinkedIn will be rolling out the Conversation Ads globally as a public beta over the next few weeks.