Two things I've learned about ChatGPT ads: pretty much every brand is interested in them. But the amount of money brands should invest here is maybe not that high.
Two Things I've Learned About ChatGPT Ads
Scale Problem
That's because the actual scale of ChatGPT usage in the U.S. is not that high: 90 million people 18+. Roughly the size of Pinterest.
Inside vs Outside
Just how much a brand is willing to spend on these broad match context hints within ChatGPT is limited. But using Chat to reach people outside of ChatGPT? It's probably their only way to get close to their ad revenue goals.
The Takeaway
The interest in ChatGPT ads is universal. The budget reality is not. When you're working with a U.S. audience of 90 million adults, the in-platform spend ceiling is going to stay low.
The real opportunity for OpenAI lies in extending ChatGPT's reach beyond its own walls. That's where the ad dollars can actually scale.
If you're planning ad spend around ChatGPT, factor in these constraints before committing budget.