According to Forbes, in three months, 123 channels bought advertising in Telegram, paying more than 70 million rubles for it. Potentially, advertising can bring the messenger 10 billion rubles annually during the first two years of the platform’s operation.
Telegram launched ads in channels in November 2021. TGStat analysts found that Sberbank and Yandex became the largest advertisers in the messenger, but mostly channels that write about cryptocurrency buy advertising in the messenger.
DigitalBudget calculated advertiser spending based on the number of channels that purchased ads, their audiences, the number of ad impressions, and so on. At the same time, Sergey Efimov, director of marketing technologies at the international advertising agency OMD OM Group, estimates the volume of advertising on the Telegram platform at “several million dollars” over the past three months.
According to TGStat, the minimum cost per 1000 impressions on the Telegram advertising platform is €2. Advertising company Realweb, which is a reseller of the Telegram platform, said that the average cost per advertisement varies greatly. At the same time, a bank advertising a b2b product will pay more than a taxi service. According to Realweb estimates, the volume of advertising in Telegram may exceed 10 billion rubles a year in Russia alone during the first two years of operation.
In 2021, the native advertising market in Telegram channels grew by 70% and amounted to 21.7 billion rubles, according to the Telega.in advertising agency, which is also a Telegram reseller.
The OMD OM Group notes that Telegram is advertised by those for whom promotion by other methods is simply impossible - these are cryptocurrency exchanges, NFT exchanges, etc. In 2021, advertising of cryptocurrency and related resources became the most expensive for placement in Telegram. The cost of a thousand impressions of such advertising in popular channels by third-party advertisers reached 6,700 rubles. In second place in terms of cost advertisers were text videos in popular investment-themed channels. They cost clients up to 3,400 rubles per thousand impressions. The cost of advertising in channels about business and startups was up to 2,100 rubles per thousand impressions.
A source close to Telegram told Forbes that the company lives off the income from the placement of bonds, and "advertising is not taking off very much yet." In March 2021, Telegram placed five-year convertible dollar bonds at 7% per annum and raised $1 billion.
In Yandex, to launch advertising in the messenger, it was necessary to collect 42 million rubles from interested departments. Yandex placed ads on Telegram through its subsidiary Realweb for Rent, Kinopoisk, and Travel.
An employee of the company complained that there was no tangible effect from Telegram advertising yet, and the platform and personal account work poorly: the service “does not give out almost any data”, and in the personal account “all advertising campaigns overlap each othere is confusion” with data on the results of past campaigns.
For Sberbank, advertising campaigns in Telegram also did not show much results, Vladislav Kreinin, the bank's senior vice president for marketing, confirmed.
Currently, when creating an ad in the Dashboard, advertisers can choose the language and theme of the channels, as well as specify specific channels for placement.
Online advertising company Digital Alliance plans to launch the first messenger advertising campaigns in March. They said that the initial rate for promotion starts at about 185 rubles per 1000 impressions, on average this figure is 700-800 rubles. In thematic channels, the cost can reach 3,000 rubles or more, and in entertainment channels, it can even be lower than 185 rubles.
If you buy advertising directly from Telegram channels, the cost of attracting one subscriber will be 100-150 rubles, and promotion officially through the messenger platform costs 25-30% less, said a representative of one of the Telegram channels about cryptocurrency.
According to the source, when concluding advertising contracts, priority will be given to large customers who will be able to implement services for users in Telegram.
Due to the high entry threshold, the messenger expected to attract large advertisers, Emin Avetisyan, managing partner of Realweb, said earlier. According to him, if the team "wanted to just raise money," they would open up an advertising platform for everyone.
Telegram founder Pavel Durov announced a subscription to cancel advertising for money. He promised that there would be no official advertising on popular channels that belong to officials and various government agencies.
bbabo.Net