Everything marketers need to know about Telegram’s new ad platform
It’s working on a subscription to remove ads too
What’s in it for marketers?
Advertising to a large audience of more than 500 million people sounds tempting. But there are a few rules that you need to keep in mind.
First, you can only serve ads on public channels or groups that have more than 1,000 subscribers. While Telegram didn’t mention how many such channels exist, it said users generate more than “500 billion views in one-to-many channels.” That sounds like a good amount of impressions.
Second, you might need some money in hand to start advertising on the platform. How much? Just€2 million ($2.13 million).
Telegram’s terms state that you’ll need to make an advance payment of €2 million to start publishing ads — out of which, €1 million is a refundable deposit. You can read more about ithere.
Finally, if you’re an advertiser, Telegram won’t provide personalized data profiles of its users. So you can’t target individuals with specific ads. However, you can select language, topics, and target channels as parameters for your ads. So, if you’re a cryptocurrency wallet addressing a specific audience, you’ll need to zone in on channels related to the topic.
As a user, I’m not too irked with the idea of ads on Telegram as it’s not everywhere, and I’ll have an option in the future to pay for a subscription to turn them off. For advertisers, the monetary restrictions might put off some small agencies and advertisers in the beginning. Hopefully, Telegram will lower this limit to allow more folks to participate.
You can read more about Telegram’s ad platformhere.
Story byIvan Mehta
Ivan covers Big Tech, India, policy, AI, security, platforms, and apps for TNW. That’s one heck of a mixed bag. He likes to say “Bleh.“Ivan covers Big Tech, India, policy, AI, security, platforms, and apps for TNW. That’s one heck of a mixed bag. He likes to say “Bleh.”
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