Cairns Oneil Develops ChatGPT Powered Ad Unit

Cairns Oneil is proud to partner with Rakuten Kobo to create and launch the industry’s first ChatGPT powered ad unit. The campaign integrated technology from Adform and ChatGPT to dynamically generate and optimise content through Dynamic Creative Optimisation (DCO) headlines using Artificial Intelligence in banner ads.

“Rakuten Kobo is a leader in tech innovation, focused on making reading lives better,” said Lindsay Gray, director of marketing for Rakuten Kobo. “We have an eReader for everyone and serve millions of readers globally – no two are the same, and we want our messaging to be as tailored and personalized as possible when we engage with our customers. The ground-breaking AI-driven technology from Cairns Oneil offers the type of personalisation that our reading experience delivers.”

“The opportunities that ChatGPT and AI technologies can bring to marketing are endless “said Robin LeGassicke, managing director of digital Cairns Oneil. “By integrating ChatGPT with our ad tech partner we were able to create a first of its kind ad unit and execution that will forever change personalisation and engagement in media.”

 “In today’s oversaturated advertising landscape, it’s imperative for brands to prioritise personalisation, however, it is often difficult to do at scale,” said John Piccone, regional president Adform. “As a result of our partnership with Cairns Oneil and Rakuten Kobo, advertisers can now enhance their campaigns using our DCO capabilities with ChatGPT, ensuring stronger consumer engagement and ultimately increased performance.”

The campaign has been in market for three weeks. It automatically integrates ChatGPT prompts from a private instance into their Dynamic Creative Optimisation module ad server to create ad units. The units are being tested for performance against standard digital ads for Rakuten Kobo’s spring campaign. Early results show the ChatGPT created units outperforming the base campaign by 50% to 171%. The ability for ChatGPT to generate additional content in an automated process has created a whole set of new opportunities for the brand and technology.