Advertising was scattered through the channels – Newspaper Kommersant No. 237 (7438) dated 12/21/2022
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Against the backdrop of the withdrawal of foreign platforms from the Russian Federation, advertisers have increased investments in promotion in Telegram channels, analysts from SocialJet and TGStat note. The number of native posts mentioning external sites, according to their data, increased by 129%. The overall growth of investments, taking into account targeted advertising, according to various estimates of agencies, could be up to 200%. In 2023, the pace may slow down amid the emergence of “identifiers” required by the new legislation, and the loss of audience confidence in channels oversaturated with advertising.
“Kommersant” got acquainted with the study of the SocialJet content distribution platform and the TGStat analytical service on the “advertising crop market in Telegram for 2022”. The study studied the dynamics of the number of posts that contain a link to external sites or third-party Telegram channels. The total number of mentions of external sites in Telegram from November 2021 to October 2022 increased by 215%, or 35 thousand posts per month. The number of mentions of other Telegram channels increased by 129%, or by 607,000 posts per month. We are talking about the so-called native advertising formats: targeted advertising purchased through Telegram Ads was not taken into account. Channels from 1 thousand subscribers were analyzed.
Most of all advertising posts with a link to an external site were noted in the channels related to bookmaking, as well as in the News and Media category, with an increase in them over the year amounting to 236% and 495%, respectively. The number of advertising placements in betting channels grew against the backdrop of the World Cup in Qatar, analysts explain, and news channels “became more in demand due to an increase in the involvement of the audience following world events.”
The total increase in investments for promotion in Telegram, taking into account all possible types of advertising, is estimated differently in the advertising groups surveyed by Kommersant. In the UM agency (part of ADV) it was rated at 200%, SA Media – 2.5 times, in Digital Church they say about 100%. The companies note that the Telegram Ads advertising account, which allows you to buy targeted advertising, was launched only at the end of 2021, which ensured the effect of growth from a low base.
Since spring, there has been a shortage of inventory on the online advertising market: Russian advertisers have become inaccessible, among other things, to Instagram and Facebook advertising accounts (the activities of Meta, which owns them, in maintaining social networks in Russia has been recognized as extremist and banned). There was a migration of the audience from channels that have shown active development for the past two years, the audience followed the usual bloggers in Telegram, says Nadezhda Mereshchenko, COO of OMD Resolution.
Most of all, online cinemas, telecoms and FMCG invest in advertising in Telegram, says Mark Khludnev, founder of Digital Church. Banks, marketplaces, retailers and e-commerce are active, added Nikita Pribylovsky, Executive Director of RA SA Media.
According to the CEO of UM Pavel Ignatov, the growth of investment in Telegram promotion in 2023 will continue, “although it will not be so rapid.” If YouTube eventually becomes a banned platform, the relevance of Telegram and, accordingly, investment in advertising will increase several times, Dmitry Kirsanov, director of social media products at Okkam Creative, believes.
The appearance of identifiers in advertising posts (according to the new law on accounting for online advertising) can slow down the growth of advertising, due to which the cycle of campaigns will become longer, says Evgeny Chuvashov, director of the digital division of the Igronik group. PR Development CEO Alla Aksenova among the negative factors for the segment in 2023 also names the growth in prices for advertising in the messenger and the “overheating” of Telegram channels – “with a large amount of advertising, readers unsubscribe.”
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