Which ad format allows businesses to send messages directly to their target audience on LinkedIn?

Message Ads enable businesses to communicate directly with their target audience on LinkedIn by sending custom messages that appear in the recipient's LinkedIn inbox. This format is designed to foster a more personalized connection, making it an effective way to engage professionals who may be interested in a company's offerings. By allowing for direct interaction, Message Ads can create a sense of exclusivity and urgency, promoting higher engagement rates compared to other formats.

Other ad formats, while beneficial in their own right, do not share this direct messaging capability. Sponsored Content is designed to promote posts in the feed to a broader audience, Text Ads focus on brief text-based promotions visible on the side of the LinkedIn pages, and Video Ads allow the use of visual storytelling but don't facilitate direct messaging. Therefore, Message Ads stand out as the exclusive format for direct communication on the platform.