Sleed integrates OpenAI Ads into its full-funnel approach
Sleed adds OpenAI Ads (within ChatGPT) to its services, targeting users at the upper-funnel stage where intent is formed through conversation. The move strengthens its full-funnel media mix alongside paid search, social, programmatic, and retail media.
Sleed integrates OpenAI Ads into its full-funnel approach
First presence at the upper-funnel level, where user intent is shaped
Sleed, further expanding its full-funnel approach, is adding OpenAI Ads (ads within ChatGPT) to its services portfolio. This is a channel that operates at an upper-funnel level, at the moment when the user isn’t performing a simple search, but shaping—through dialogue—what they truly need. The goal is for brands’ presence to begin at the point where intent is “built.”
For two decades, performance marketing was based on the assumption that the consumer reaches the search engine having already decided what they want. Conversational environments with AI, such as ChatGPT, change this logic: intent doesn’t pre-exist the search—it is built within it. That is exactly where OpenAI Ads are now positioned in Sleed’s planning.
The medium is still at an early stage of adoption, which creates an opportunity for advertisers. As noted, presence in an environment with significantly lower saturation can offer a competitive advantage, especially in categories where the user’s attention is “shared” less.
How OpenAI Ads work within the ChatGPT environment
Ad selection is not based on keywords, but on the context and intent of the conversation. Ads appear clearly distinguished below the answers, including elements such as advertiser name, title, description and creative. At the same time, they are not shown to Plus, Pro or Business users, nor to accounts of minors.
- Targeting based on the conversation’s context and intent (not keywords)
- Displayed below the answers with clear differentiation
- Ad elements: advertiser, title, description, creative
- Not shown to Plus/Pro/Business users and to minor accounts
Strengthening the full-funnel mix
The integration of OpenAI Ads strengthens Sleed’s full-funnel mix, alongside paid search, social, programmatic and retail media. In this way, a brand’s presence aims to remain consistent from the moment intent is shaped through to the moment of decision. The approach highlights the role of LLMs as a new touchpoint in digital marketing.
- Paid search
- Social
- Programmatic
- Retail media
- OpenAI Ads (within ChatGPT)
Statement
Dionysis Katsimpas, Chief Digital Officer at Sleed, stated:
“At Sleed, we aim to be where the next step of digital marketing is taking shape, which certainly includes LLMs. OpenAI Ads open up a different field: brands can gain presence at the moment when the user expresses a real need, asks questions, and shapes their intent through the conversation. For us, testing such channels early, learning quickly, and turning that knowledge into value for our clients is a core part of how we work at Sleed.”
