Telegram Brings Ads To Its Platform—Here’s What It Means For Brands & Marketers
Image via Alexey Boldin / Shutterstock.com
Telegram has announced it will soon be including advertisements on its platform as a way to increase profits and support its growing user base. Pavel Durov, the app’s founder, did assure users that the advertisements will not appear in private chats or channels.
“Telegram will not show promotional messages in your chat list, private conversations or groups. Advertising will affect only large channels—services where there is already advertising, and the support of which leads to the greatest costs on the part of Telegram,” he said.
According to The Next Web, it appears the platform is working on an “antidote” to the advertisements as well, and will offer a subscription plan to users who are keen on banishing any popups. Meanwhile, for marketers, the new opportunity to reach an audience of 500 million users could be a promising one.
As of now, Telegram said it will only allow advertisers on public channels or groups with more than 1,000 subscribers. It hinted that its user base generates more than “500 billion views in one-to-many channels,” meaning that marketers could find themselves with quite a few eyeballs should they choose to advertise on the platform.
However, the introductory fee is rather hefty, with the app asking for an advance payment of €2 million (US$2.2 million). While half of the money is supposed to be a refundable deposit, it seems likely only large businesses would be able to tap into Telegram’s advertising ecosystem.
Another thing for advertisers to note is that the platform won’t provide personalized profiles of its user base to choose from. This means marketers won’t be able to select specific individuals to target, though they can fine-tune their campaign depending on the select language, topic, and target channels. For example, a fashion brand could tap on Telegram’s existing fashion groups chats to post its advertisements.
For more information on how to advertise on the messaging app, read here.
[via The Next Web, cover image via Alexey Boldin / Shutterstock.com]
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