OpenAI 已吸引超过 10 万名广告商测试其广告平台。接下来是难关：走出“实验性”范畴，成为媒体计划中的常驻项目。要做到这一点，OpenAI 需要证明其广告能在硬性业务指标上产生实质影响。在我与首席营销官和数据专家的交谈中，目前的评价是——褒贬不一。“我们尝试过，”Twilio 首席营销官克里斯·科勒告诉我。
OpenAI has enticed more than 100,000 advertisers to test its ad platform. Now comes the hard part: moving out of the "experimental" bucket and becoming a permanent fixture in media plans. To do so, OpenAI will need to demonstrate that its ads are moving the needle on hard business metrics. In my conversations with CMOs and data wonks, the verdict so far is — mixed. "We've dabbled in it," Twilio CMO Chris Koehler told me.
Intuit 正在“试验中”，据其首席营销官托马斯·拉内斯表示。一个大问题是效果。一份正在接受电子商务研究人员马克西米利安·凯撒和克里斯蒂安·舒尔策评审的工作论文发现，在 102 个广告商网站上，ChatGPT 广告每次美国会话产生的收入为 0.89 美元，而谷歌搜索广告为 2.45 美元。OpenAI 约九个月前推出 ChatGPT 广告，并迅速将一种全新的广告形式扩展到今年夏天的 10 亿美元年化收入规模。
Intuit is "experimenting," per its CMO Thomas Ranese. One big problem: effectiveness. A working paper under review by e-commerce researchers Maximilian Kaiser and Christian Schulze found that across 102 advertiser sites, ChatGPT Ads generated $0.89 in revenue per US session, compared with $2.45 for Google search ads. OpenAI launched ChatGPT Ads about nine months ago and rapidly scaled an entirely new type of advertising to a $1 billion annualized revenue run rate as of this summer.
它以令人眼花缭乱的速度增加了新的广告形式、合作伙伴和工具。这种平平无奇的表现在这个阶段正常吗？“让我们对‘时间会解决’持谨慎态度的是差距的规模，”凯撒和舒尔策通过电子邮件告诉我。搜索情报平台 Adthena 最近分享了 30 家企业品牌 7 月至 9 月的 ChatGPT 广告表现结果。它表示，52% 的这些广告商难以收回其 ChatGPT 广告支出，而 26% 的表现匹配或超过了谷歌广告。
It's added new formats, partnerships, and tools at a dizzying pace. Is ho-hum performance normal at this phase? "What makes us cautious about 'it will come with time' is the size of the gap," Kaiser and Schulze told me over email. The search intelligence platform Adthena recently shared ChatGPT ad-performance results from 30 enterprise brands for July through September. It said 52% of those advertisers struggled to recoup their ChatGPT ad spend, while 26% matched or beat Google ads.
其余的广告商报告称结果褒贬不一。一个反例：OpenAI 于 10 月发布了一份来自笔记应用 Evernote 的案例研究，该研究发现，ChatGPT 广告带来的试用转付费转化率比该公司今年早些时候在付费获客渠道上的历史平均水平高出约 10% 到 20%。在这个阶段，看到 ChatGPT 广告成功的一个关键可能是营销人员自己做一些基础工作。
The remainder reported mixed results. A counterpoint: OpenAI published a case study in October from the note-taking app Evernote, which found that ChatGPT Ads delivered a trial-to-paid conversion rate about 10% to 20% above the company's historical average across paid-acquisition channels earlier that year. At this stage, one key to seeing success with ChatGPT ads might be for marketers to do a bit of legwork themselves.
AdRoll 广告技术公司产品副总裁汉斯·菲施曼表示，该公司会对其投放的每条 ChatGPT 广告进行标记，并利用这些信息来指导更广泛的媒体采购。
Hans Fischmann, VP of product at the adtech company AdRoll, said it tags every ChatGPT ad it runs and uses that information to inform the broader media buy.
菲施曼说：“有人周二向ChatGPT询问某家酒店，周四就在电视上看到那个品牌。这就是全漏斗策略，也是让ChatGPT在营销计划中占据永久席位的原因。”
"Someone asks ChatGPT about a hotel on Tuesday, and sees that brand on their TV Thursday," Fischmann said. "That's the full-funnel play, and it's what earns ChatGPT a permanent spot on the plan."
目前，OpenAI广告业务的增长受限于ChatGPT免费用户基数的大小、与广告相关的对话稀缺，以及用户在放弃该产品前能容忍的广告数量上限。OpenAI全球广告解决方案负责人戴夫·杜根在六月接受《CMO Insider》采访时表示，随着对ChatGPT广告用户体验信心的增强，广告投放和数量有所改善。不过，品牌仍难以大规模展示广告。
Right now, the growth of OpenAI's ad business is limited by the size of ChatGPT's free user base, the scarcity of ad-relevant conversations, and the tight ceiling on how many ads users will tolerate before abandoning the product. OpenAI's head of global ad solutions, Dave Dugan, told CMO Insider in a June interview that ad delivery and volume had improved as its confidence in the ChatGPT Ads user experience had grown. Brands are still struggling to show up at scale, though.
高通首席营销官唐·麦圭尔说：“这些大语言模型很难找到受众。除非覆盖面非常非常广泛，否则目前精准投放并未真正实现，这确实引发了投资回报率的问题。”（ROI指投资回报率。）研究人员凯撒和舒尔策表示，缩小ChatGPT性能差距的一种方法，是将广告从与ChatGPT对话并列的卡片移至答案本身中，使其更自然地呈现。
"It's really hard for these LLMs to find audience," Qualcomm CMO Don McGuire said. "Unless it's super, super broad, targeting is not really happening right now, so that really begs the ROI question." (ROI refers to return on investment.) One way to close ChatGPT's performance gap could be to move ads from cards that sit alongside ChatGPT conversations to sitting more naturally inside the answers themselves, the researchers Kaiser and Schulze said.
但这是一种看似不太可能的风险权衡。OpenAI的广告原则规定，广告不会影响ChatGPT给出的答案，且优先考虑用户体验而非收入。
That's a risky trade-off that seems unlikely. OpenAI's ad principles state that ads won't influence the answers ChatGPT gives you and that it prioritizes user experience over revenue.
Adthena首席营销官阿什利·弗莱彻表示，衡量效果仍然是营销人员在ChatGPT方面的“痛点”。OpenAI推出了新的衡量像素和转化竞价，让广告主可以设定目标获客成本或每次点击成本，从而减少方程中的猜测成分。弗莱彻说，这些改进将让首席营销官拥有更好的数据来模拟下一步该去哪里，但他担心这些数据会说什么。
Adthena CMO Ashley Fletcher said measurement remains a "sore point" for marketers with ChatGPT. OpenAI introduced a new measurement pixel and conversion bidding, so advertisers can set a target cost per acquisition or cost per click, which will take some of the guesswork out of the equation. Fletcher said those improvements would give CMOs better numbers to model where to go next, but he worries what they will say.
更精准的衡量可能显示，ChatGPT广告大多只能在第一阶段“引导人们”开始考虑某个品牌，但这与许多广告商从其他平台获得的快速转化相去甚远，因此Fletcher表示，ChatGPT还有很长的路要走。他补充说，黑色星期五将是一个值得关注的重要时刻。一些营销人员在ChatGPT广告上已经取得早期胜利。Natural Intelligence运营Top10.com和BestMoney.com等比价网站，同时也从事绩效营销业务。
Cleaner measurement might show that ChatGPT ads mostly "nudge people" at the first stage, when they begin considering a brand, but that's a long way from the quick conversions that many advertisers have come to expect from other platforms, and therefore ChatGPT, Fletcher said. He added that Black Friday will be a big moment to watch. Some marketers are finding early wins with ChatGPT Ads. Natural Intelligence operates comparison sites including Top10.com and BestMoney.com alongside a performance marketing business.
该公司战略主管Jonathan Vardi表示，公司已将ChatGPT广告从测试预算转入“增长预算”，这是一个更具可重复性的类别，其投入将随业绩提升而扩大。Vardi表示，他发现列出每款产品解决的痛点，并将其转化为具体广告，是利用该渠道独特性的一种方式——确保当ChatGPT用户试图解决棘手问题时，广告能够出现。他说，团队向ChatGPT广告平台准确报告转化数据的工作至关重要。
Jonathan Vardi, its head of strategy, said the company has moved ChatGPT Ads from its test budget to its "growth budget," a more repeatable category where its investments will scale as performance increases. Vardi said he has found that making a list of pain points each of its products solves and turning those into specific ads was one way to leverage the channel's uniqueness — making sure ads show up as ChatGPT users are trying to get answers to tricky questions. He said his team's work to accurately report conversion data to the ChatGPT ad platform has been crucial.
“如果你不告诉ChatGPT用户点击广告后在你的网站上做了什么，你就没有让广告算法学习哪些用户真正参与你的产品并成为付费客户，”Vardi说。“现在该渠道竞争更加激烈，仅停留在浏览量或点击量上，真的会严重限制你的投资回报率。”
"If you don't tell ChatGPT what users are doing on your site after they click your ad, you're not allowing the ads algorithm to learn which users actually engage with what you have to offer and become paying customers," Vardi said. "Stopping at views or clicks really constrains your ROI now that there's more competition on the channel."