ChatGPT Ads got brands to bite. Now comes the hard part.
More than 100,000 advertisers have tested ChatGPT Ads. OpenAI's ad business now has a new task: keeping them hooked.
More than 100,000 advertisers have tested OpenAI's ChatGPT Ads platform. Now, the challenge lies in transitioning these experimental ads into a permanent fixture in media plans. CMOs and data analysts report mixed results, with effectiveness being a major concern. A working paper by e-commerce researchers found that ChatGPT Ads generated $0.89 in revenue per US session, compared to $2.45 for Google search ads.
Adthena shares that 52% of enterprise brands struggled to recoup their ChatGPT ad spend, while 26% matched or beat Google ads performance. OpenAI has rapidly added new formats, partnerships, and tools, but effectiveness remains a key hurdle. Success tactics may include tagging ads and using that data to inform broader media buys, as well as targeting more niche audiences and potentially integrating ads directly within the chat responses.
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