ChatGPT Ads are here. Here's what advertisers need to know.

The channel that knows most about consumer intent just opened up to advertisers.​​​​​​​

Getting a mention on ChatGPT was only possible through prayers or great GEO work. Today advertisers get more control over this emerging channel. We have been experimenting, the first formats and targeting possibilities are becoming clearer, and the first lessons are coming in.

But this isn’t simply Google Ads inside a chatbot.

ChatGPT sits much closer to the actual questions, comparisons and decisions people are making. That creates a potentially very different advertising environment. One built less around keywords and more around context, intent and moments of relevance.

So what can advertisers actually do with it today? What is the market learning? And where is the hype still running ahead of the evidence? In this session, Springbok’s Joeri Vanpoucke and Wouter Oerlemans share what they learned from diving into the first wave of ChatGPT advertising.

We'll look at: 

• What is already possible: The formats, targeting possibilities, buying models and measurement options advertisers can start working with today
• How advertising inside a conversation is different: Why conversational intent may change the way we think about targeting, relevance and the role of the keyword.
• What advertisers are already testing: The first use cases, experiments and patterns emerging from brands and agencies entering the channel early.
• The earliest best practices we could find: What we are beginning to learn about context, creative, landing pages and when a brand actually has a right to enter the conversation. 
• What we still don’t know: From benchmarks and scale to attribution, transparency and the value of conversational intent. The important questions that have not been answered yet.

Don’t expect a prediction session about where AI advertising might go someday. This is a practical update on what is happening now, what the first advertisers are learning and what marketers should be thinking about or testing next.

You’ll leave with a clearer picture of where ChatGPT Ads stand today, where the opportunity may be, and which assumptions are still too early to make. On top of that, you’ll leave with a team you can ask your question to as they come up.

At Springbok, part of our promise is simple. We keep our clients’ advertising running, while keeping them ahead of where advertising is moving.