MRKT360 says ChatGPT ads need full-funnel strategy as OpenAI expands access

MRKT360 is weighing in after OpenAI expanded ChatGPT Ads Manager to more than 60 countries, saying businesses that move early still need strong messaging, tracking and conversion infrastructure. The agency, which participated in the beta, says AI-native ads could become a meaningful part of global digital marketing as more consumers use ChatGPT for research and purchase decisions.

Why it matters: - OpenAI’s broader ChatGPT Ads rollout opens a new paid media channel for businesses across Canada, the U.S., Mexico, the U.K., Europe, Asia-Pacific, the Middle East and other international markets. - MRKT360 says the shift could reshape how brands plan digital advertising, especially as more consumer discovery moves into AI-driven conversations. - The agency says early access alone will not be enough; businesses need a conversion-focused strategy to turn ChatGPT traffic into leads and sales.

What happened: - MRKT360 commented on OpenAI’s expansion of ChatGPT Ads Manager to more than 60 countries. - The Toronto-based agency said it participated in the ChatGPT Ads beta and used that experience to evaluate how advertisers should approach the platform. - CEO Eran Hurvitz said the expansion is an important moment for the industry, but strategy still matters most.

The details: - MRKT360 says ChatGPT Ads should be treated differently from traditional search and social advertising. - Traditional search often starts with a keyword, while social ads usually target users by interests, behavior or demographics. - ChatGPT can reach users while they are asking questions, comparing options, making decisions and interacting with the platform in real time. - MRKT360’s approach combines ChatGPT Ads management with conversion tracking, landing page optimization, creative development, offer strategy, analytics, retargeting and broader paid media work across Google, Microsoft and Meta. - The agency says businesses should think about ChatGPT Ads as part of a broader conversion strategy, not as an isolated traffic source. - MRKT360 is helping clients assess whether ChatGPT Ads fit their customer journey, build campaigns, create conversion-focused landing pages, establish measurement frameworks and integrate the channel into broader digital marketing plans. - The agency also offers Generative Engine Optimization services to improve visibility across AI-driven search and answer platforms.

Between the lines: - MRKT360 is positioning itself as an early guide for advertisers entering AI-native media. - The company’s message is that first-mover advantage only matters if advertisers can test, measure and adjust quickly. - Hurvitz said the team is already seeing stronger results from AI recommendations when GEO is part of the strategy. - Hurvitz also said the agency is seeing stronger conversion rates at lower volumes in its tests, with volumes expected to rise as ChatGPT Ads expand to more markets.

What's next: - MRKT360 expects ChatGPT Ads to become more important as more consumers use AI platforms for research, product discovery, comparisons, recommendations and purchase decisions. - The agency expects different markets to respond differently as sponsored placements become available more widely. - Businesses considering the channel will likely need to test messaging, refine landing pages, strengthen tracking and improve follow-up processes as the platform develops.

The bottom line: - ChatGPT Ads are emerging as a new global advertising channel, but MRKT360 says success will depend less on access and more on full-funnel execution.