Author: Krystal Scanlon

The agency whisper network has done more to brief marketers on advertising inside OpenAI’s ChatGPT than the company’s own ads team – a sharp bit of irony for a platform built to have all the answers.

Since the ad push started last month, Digiday has contacted more than 23 agencies. Most said what they knew about the fledgling ads business came via leaks, gossip or reporting, not OpenAI. The few who were aware of the pitch said they heard it from clients as OpenAI has been approaching brands directly. 

Adthena, for example, whose 400-strong client roster includes a number of household names, such as The Home Depot, Dell and Inspire Brands, has noticed the caliber of brands OpenAI has targeted. 

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Super Bowl ads seem to be going the way of holiday ads. Brands are rolling out teasers and full ads earlier and earlier every year.  At this point, pre-game rollouts have gone from a brand marketing trend to table stakes, but is the pre-game hype worth it?

Ad slots have been sold out since last fall, according to NBCUniversal. Around the same time, brands like spirits company Sazerac, Liquid Death and Ferrara Candy-owned Nerds announced Super Bowl ad plans. By late January and early February, Pepsi, Budweiser, Kellogg’s Raisin Bran, Mars-owned Pringles, and the list goes on, had released their full ad spots. 

“It’s important to build a really solid 30 days around Super Bowl—if you think about some of it happening before and then how you continue to tell your story after,” said Diane Sayler, senior director of full funnel marketing for salty snacks at Mars Snacking. 

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