ChatGPT Ads: a new advertising channel on the horizon?

The advertising world never stands still. While we have seen enormous shifts in recent years due to the rise of TikTok, privacy regulations, and AI strategies, another game changer now appears to be on the horizon: ChatGPT Ads.

OpenAI has posted job openings for positions related to ad management, integrations, and attribution. Major publications such as Search Engine Land and AdWeek expect OpenAI to start offering ads within ChatGPT before 2026. With over 700 million weekly users, this could easily become one of the largest advertising channels in the coming years.

ChatGPT has the potential to become a serious competitor to Google. And that's a good thing: competition forces existing platforms to stay sharp and develop better solutions for advertisers.

What's more, 700 million weekly users is no small feat. From students and professionals to your own parents, ChatGPT is becoming mainstream. That makes it interesting for advertisers to discover how this channel will develop.

There are clear opportunities for companies and specialists in online advertising:

• First mover advantage: those who get in early can benefit from lower CPMs and CPCs, while the competition has yet to join in.
• New playbooks: no one knows exactly what targeting, formats, and optimizations will look like in the future. That's what makes it interesting to experiment and learn.
• Additional touchpoint in the funnel: ChatGPT is often used in the orientation phase, where people ask questions and explore options. This can provide valuable new entry points alongside Google and Meta.

As with any new channel, there are also pitfalls:

• Less control: targeting will likely be primarily contextual and AI-driven, rather than based on keywords as in Google Ads.
• Teething problems: bugs and limitations are to be expected in the early stages.
• Shiny object syndrome: the danger is that companies focus too much on advertising in ChatGPT and meanwhile hu

The introduction of ChatGPT Ads could be a healthy shake-up for the PPC market. It forces companies and agencies to rethink their strategy and could eventually be a valuable addition to the funnel approach (See, Think, Do).

• See: ChatGPT as a channel for inspiration and orientation, where users ask questions and search for information.
• Think: Making comparisons and weighing options—this is where ChatGPT can play a role by presenting alternatives and solutions.
• Do: For the time being, the decision and purchase will likely remain with the more proven channels (Google, Meta, LinkedIn).

At Reward, we believe in a down-to-earth approach. We closely follow new developments, but always with one goal in mind: advertising must pay off. ChatGPT Ads could become a powerful channel in the long term, but it is important to see it as a supplement to your existing strategy, not a replacement.

Are you curious about how new advertising opportunities such as ChatGPT Ads fit into your marketing strategy?

Get in touch with us, we are happy to help you prepare your business for the future.