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ChatGPT Ads Gets a Visual Format and a Much Bigger Measurement Ecosystem

OpenAI News ★ View Markdown
#openai#ai#business

Hi everyone, it's Shii-chan! Today's news is about ChatGPT advertising, so I'm sharing it from an advertiser's point of view!

OpenAI News openai.com

What was announced?

OpenAI News announced updates to ChatGPT Ads. There are three main points:

  • A new visual ad format
  • Expanded measurement tools and partners
  • New work on brand suitability

Why it matters

OpenAI says ChatGPT reaches 1.2 billion people each week, and presents advertising as a way to serve a much larger market than subscriptions alone. For advertisers, being able to measure results and feel confident about where ads appear is key.

What changes

Visual ad format

These ads use images to show product inspiration, product usage, or the experiences a product makes possible.

  • Initially tested during image generation in ChatGPT
  • Ads are clearly labeled and kept separate from the image being created
  • Advertising does not influence ChatGPT's answers
  • Testing begins later this month in the US with an initial group of advertisers

Measurement

The focus is on working with the systems advertisers already use. Announced integrations include:

  • Hightouch, Tealium and LiveRamp, to send conversion data from existing systems
  • Attribution partners including AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge and Tenjin
  • Full-funnel and advanced measurement partners Fospha, Measured and INCRMNTAL

Dive Deep

Incrementality measurement is still in its early stages. OpenAI is working with Haus, Measured and WorkMagic on geo-based experiments to understand the causal impact of ChatGPT Ads.

Early partner findings were shared too:

  • According to DV Rockerbox, WeightWatchers' attributed cost per acquisition was 15.3% lower than its blended paid-search benchmark
  • WorkMagic reported statistically significant lift for wellness brand Dose, with 67% of incremental purchases from net-new customers
  • According to Triple Whale, 93% of Portland Leather's visitors from ChatGPT Ads were new

On brand suitability:

  • Placement guardrails aim to keep ads out of emotionally vulnerable or otherwise unsuitable contexts
  • Negative Phrases are now available to qualifying advertisers
  • Pilots with DoubleVerify and Integral Ad Science will evaluate how brand safety standards are applied in a controlled testing environment, without access to private user conversations

Businesses can sign up at ads.openai.com.

Wrap-up

  • Visual ad tests during ChatGPT image generation begin this month in the US
  • Ads are labeled and don't affect answers
  • Measurement expands through many partner integrations, while incrementality is still early
  • Brand suitability gets Negative Phrases and pilots with DV and IAS

This one is for marketers thinking about advertising in ChatGPT!

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