Diurnay is positioned among the first advertisers to publicly document active ChatGPT Ads campaigns in Spain, after months of studying from its headquarters in the United States an advertising model that incorporates a new signal for brands: the context of the conversation
Digital advertising has been trying for more than two decades to interpret what the consumer wants. Search engines turned searches into signals of intent and social networks developed audience, interest, and behavior models. Now, conversational artificial intelligence introduces another variable: the context.
The arrival of ChatGPT Ads in Spain on August 24th represents more than just a new advertising platform. For Diurnay, a Spanish agency specialized in Paid Media and digital strategy, it opens a stage in which brands will have to compete not only for keywords or audiences but also for relevant moments within a conversation.
The difference changes the way of interpreting intent. A user may search on Google "best CRM for SMEs." In ChatGPT, however, they can explain that they run a company with 15 employees, use Excel, need to share opportunities, and have a specific budget. In the first case, there is a search; in the second, a need, restrictions, context, and a moment of decision.
"For years, digital advertising has tried to get closer and closer to what the user wants. The big difference now is that the user can explain it directly. We are not facing the disappearance of keywords or audiences, but rather a new layer of intent that advertisers will have to learn to interpret," explains Víctor Juárez, CEO and co-founder of Diurnay.
Diurnay already has active campaigns in Spain
The agency began studying ChatGPT Ads months before its European arrival. From its headquarters in Miami, it followed the initial phases of OpenAI's platform in the United States and analyzed how to transfer this model to the European market. With the opening of ChatGPT Ads in Spain, it moved from observation to real operation.
The company has already launched campaigns in Spain and documented its activity in the first days of the rollout, positioning itself among the first advertisers to share their experience with active campaigns.
For Juárez, having started early goes beyond first impressions.
"In a new channel, starting early means above all learning early. We are building our first benchmarks, analyzing what contexts generate impressions, what messages work, what behavior the user has, and how we should connect conversation, ad, and landing page. That accumulated knowledge is probably one of the greatest advantages a brand can gain in this phase," he points out.
From Paid Media to "Conversation Media"
ChatGPT Ads retains familiar elements of Paid Media but changes the logic of relevance. The question is no longer just "What is this person looking for?" to incorporate another: "What are they trying to solve?" This forces the identification of situations, problems, questions, and decision contexts in which the product or service can add value.
Diurnay refers to this evolution as contextual conversational advertising and works with a broader concept: Conversation Media.
"We do not believe that ChatGPT Ads should be managed as if it were Google Ads within a chat window. The performance tools may seem familiar, but the user's situation is different. The ad appears after a conversation in which that person has already provided context about what they are trying to achieve," Juárez points out.
One of the main mistakes at this stage would be to directly transfer strategies, messages, and creatives from other channels.
From keywords to the Context Map
To address this logic, Diurnay has been developing the Context Map for months, a methodology to identify conversations that may precede a purchasing decision.
The approach replaces "What keywords do we want to buy?" with questions like "What problem is our potential customer trying to solve?", "How can they express it?", "What restrictions might they introduce?" or "At what point in that decision might our proposal become relevant?".
On that basis, the agency works on message, value proposition, creativity, offer, and landing page.
The conversation does not necessarily end with the click. If the user arrives from a very specific context and lands on a generic page, part of the coherence that made the ad relevant is broken.
Advertising yes; buying the response from ChatGPT, no
Advertising within a generative artificial intelligence raises a question for users and advertisers.
The ChatGPT ads are identified as sponsored content and separated from the responses generated by the system. An advertiser cannot pay to modify the response of ChatGPT nor buy a recommendation within it.
This separation forces a distinction between organic visibility in artificial intelligence assistants and the purchase of advertising. For Diurnay, preserving that difference is fundamental to not damage user trust.
Starting early does not mean transferring the entire budget
Despite the potential of the channel, Diurnay advocates for controlled experimentation.
ChatGPT Ads is still in an early phase and does not have the benchmarks, methodologies, and accumulated learnings from other platforms.
The recommendation is not to massively transfer investment from other channels, but to start generating knowledge.
"We still have a lot to learn. Precisely for that reason, this moment is interesting. A company that starts now can discover what situations, messages, offers, and contexts work for its business and build its own data before the market is fully mature," explains Juárez.
The opportunity is relevant for businesses whose buying process requires research, comparison, or consideration: travel, software, education, professional services, technology, or ecommerce with more complex decisions.
A new battle for intent
ChatGPT Ads arrives as artificial intelligence assistants gain weight.
The same conversation can serve to discover a need, research solutions, compare alternatives, and approach a decision. For brands, a territory opens up.
"The next big battle in digital advertising may not consist solely of getting the first result of a search or stopping the scroll. It may also consist of knowing how to be relevant within the right conversation and at the right moment," concludes Víctor Juárez.
About Diurnay
Diurnay is a Spanish digital marketing agency specialized in strategy, acquisition, and Paid Media, with a presence in Spain and the United States. It manages strategies for B2B and B2C brands and has specialized teams in Google Ads, Meta Ads, and conversational advertising.
Currently, the agency manages ChatGPT Ads campaigns and supports companies that want to experiment with the channel and build learning from its early stages.