FIELD GUIDE

ChatGPT Ads: what marketers need to understand before they start buying.

A practical guide to the emerging ChatGPT advertising environment, covering the opportunity, user intent, creative considerations, measurement questions and how marketers can approach testing.

Read the Whitepaper

Get the Guide

Understand the channel before the channel becomes crowded.

FIELD GUIDE

OpenAds

ChatGPT Ads

A marketer’s field guide to advertising inside AI conversations.

8 CHAPTERS

2025 EDITION

FIELD GUIDE

ChatGPT Ads: what marketers need to understand before they start buying.

ChatGPT Ads: what marketers need to understand before they start buying.

A practical guide to the emerging ChatGPT advertising environment, covering the opportunity, user intent, creative considerations, measurement questions and how marketers can approach testing.

Read the Whitepaper

Get the Guide

Understand the channel before the channel becomes crowded.

Understand the channel before the channel becomes crowded.

FIELD GUIDE

OpenAds

ChatGPT Ads

A marketer’s field guide to advertising inside AI conversations.

8 CHAPTERS

2025 EDITION

THE NEW ADVERTISING SURFACE

AI is changing how people discover, evaluate and compare products.

AI is changing how people discover, evaluate and compare products.

As AI assistants become part of research and decision-making, advertising is moving into an environment where context, intent and relevance can matter differently from traditional search and social feeds.

A new advertising surface creates a new set of questions for marketers.

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KEY QUESTION

How should brands think about visibility, relevance and measurement when the customer journey increasingly happens inside an AI conversation?

INSIDE THE GUIDE

Move from “Should we test it?” to “How should we test it?”

Move from “Should we test it?” to “How should we test it?”

The whitepaper gives marketers a practical framework for evaluating ChatGPT advertising and deciding how, where and when it may fit into their wider acquisition strategy.

Winding numbered timeline of the seven whitepaper chapters, from the AI advertising landscape to operational readiness.

The landscape

Where AI-driven discovery fits alongside search, social and other acquisition channels.

User intent

How conversational discovery can differ from traditional keyword-driven behaviour.

Creative & messaging

Questions to consider when adapting creative to a more contextual environment.

Campaign strategy

How to frame an initial test and define what you are trying to learn.

Measurement

Attribution, conversion and incrementality questions teams should consider.

Testing

How to establish a baseline, define success and learn before scaling.

Operational readiness

What teams may need in place before adding a new advertising channel.

1

The landscape

Where AI-driven discovery fits alongside search, social and other acquisition channels.

2

User intent

How conversational discovery can differ from traditional keyword-driven behaviour.

3

Creative & messaging

Questions to consider when adapting creative to a more contextual environment.

4

Campaign strategy

How to frame an initial test and define what you are trying to learn.

5

Measurement

Attribution, conversion and incrementality questions teams should consider.

6

Testing

How to establish a baseline, define success and learn before scaling.

7

Operational readiness

What teams may need in place before adding a new advertising channel.

WRITTEN FOR MARKETERS

A working guide for teams deciding what comes next.

A working guide for teams deciding what comes next.

Built for people responsible for growth, paid media, marketing strategy, customer acquisition and experimentation.

01

Growth & performance marketers

Evaluating new acquisition opportunities.

02

Founders & operators

Deciding where emerging channels fit into growth strategy.

03

Agencies & consultants

Helping clients understand and test new advertising surfaces.

04

Brand & ecommerce teams

Exploring how AI-driven discovery could influence customer journeys.

05

Product & marketing leaders

Assessing the strategic implications of conversational discovery.

FROM RESEARCH TO ACTION

Don’t enter a new channel without knowing what you want to learn.

Don’t enter a new channel without knowing what you want to learn.

A useful experiment starts with a clear question, a baseline and a measurement plan. The guide helps teams structure an initial test before committing significant budget or operational resources.

Start with a question. Set a benchmark. Run the test. Learn before you scale.

Start with a question. Set a benchmark. Run the test. Learn before you scale.

1

Define the question.

2

Establish the relevant baseline.

3

Choose the audience, creative and offer to test.

4

Define success and measurement criteria.

5

Run the experiment.

6

Separate signal from noise before scaling.

THE NEXT STEP

A new advertising channel doesn’t need to mean another disconnected workflow.

A new advertising channel doesn’t need to mean another disconnected workflow.

OpenAds brings advertising research, creative development, campaign workflows and measurement into a connected AI-powered environment, helping teams turn emerging opportunities into structured experiments and repeatable processes.

THE OPENADS WORKFLOW

Research

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Analyse

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Create

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Launch

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Learn

Explore OpenAds

EXPLORE THE GUIDE

The questions marketers should be asking now.

The questions marketers should be asking now.

The whitepaper is designed to be useful whether you are evaluating ChatGPT Ads for the first time or deciding how to structure a more rigorous experiment.

TABLE OF CONTENTS

01

The changing discovery landscape

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02

Understanding conversational advertising

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03

Audience and intent

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04

Creative and messaging

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05

Campaign experimentation

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06

Measurement and attribution

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07

Operational considerations

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08

What marketers should test next

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GET THE FIELD GUIDE

Understand the opportunity before everyone is competing for attention.

Understand the opportunity before everyone is competing for attention.

Read the guide, build a clearer view of the channel and make your next advertising decision with evidence rather than assumptions.

Read the Whitepaper

Practical frameworks

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Marketing-focused analysis

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Built for growth teams