Telegram, which is one of the fastest growing communications platforms in the world, has introduced its own advertising system, Telegram Ads. With rapid user growth, a focus on privacy and the growing popularity of themed channels, Telegram Ads is an increasingly attractive tool for marketers looking for alternative advertising solutions. In this article, we will discuss the opportunities Telegram Ads offers and why you should consider this platform in your marketing strategy.
Telegram surpassed 800 million monthly active users in 2023, making it one of the leading communication platforms. It is a global platform that attracts users from different parts of the world, from Europe to Asia, Latin America to the Middle East. This allows marketers to reach a wide range of audiences in different regions and markets. Telegram Ads uses a CPM (cost per thousand impressions) model, which is beneficial for advertisers who want to effectively control campaign costs. Instead, the problematic issue is the settlement with cryptocurrencies only, which can be a barrier on the cost and settlement side for companies.
The basic format offered by Telegram Ads is a text ad that appears in public channels with at least 1,000 subscribers as a short, concise message. This ad contains a maximum of 160 characters, which requires the advertiser to convey a precise message. It can be enhanced with a link directing to a website, another Telegram channel or an application. Text ads are distinguished by their simplicity and are placed between posts on the channel, making them look like a natural part of the content. Their effectiveness stems from the lack of distracting visual elements and contextual relevance to the interests of users subscribing to the subject channels.
Telegram Ads offers advanced ad targeting capabilities. The platform allows advertisers to precisely target users based on:
Such precise targeting makes it possible to better tailor the message to the audience, and ultimately increase the effectiveness of the campaign.
One of the hallmarks of Telegram Ads is its attention to user comfort. Unlike many other platforms, the ads on Telegram are not intrusive – they do not interfere with the use of the application, as they do not take the form of pop-ups or banners, but appear as part of the content in the channel. Users see them as part of their daily channel interactions, which minimizes the perceived “intrusiveness” of the message. As a result, users are more likely to interact with the ads because they don’t feel overwhelmed by them.
Telegram has placed great emphasis on user privacy since its inception. In the context of ads, this means that user data is processed in an anonymized manner. Telegram Ads does not track user activity in the same way that some other platforms do, which can be a huge plus for users who value privacy. For advertisers, however, this means they need to craft their ad content more precisely to attract attention without aggressive tracking techniques. Another key feature of Telegram Ads is that ads are not displayed in private chats. This means that users using the app for private communication will not be exposed to ads, which is an important aspect for many people.
Telegram Ads is an interesting alternative to traditional advertising platforms, especially for companies looking for new ways to reach a global audience. With precise targeting, a high level of privacy and minimal intrusiveness, ads on Telegram have great potential for growth. So when considering investing in new advertising channels, it is worth following the development of Telegram Ads, which offers unique opportunities to reach an engaged and diverse user base.
