MTS has agreed on an advertising partnership with Telegram – Kommersant

MTS will launch advertising on Telegram targeting phone numbers used to register in the messenger, they reported Forbes in the operator. At the first stage, targeting will work on MTS subscriber numbers; by the end of the year, customer numbers of other Russian operators will be added as external data.

The company stated that the partnership with MTS was organized through the technical integration of infrastructure with the help of one of Telegram’s partners. Who it is is not revealed. MTS may also use the Telegram logo and naming to advertise the MTS Marketer service.

MTS estimates the Russian advertising market in Telegram at no less than 15 billion rubles.

The operator hopes that in 2024 the messenger will ensure a flow of budgets for Russian advertisers and increase the revenue of the MTS Ads advertising business by 7–10 billion rubles. in the year horizon. The minimum budget for Telegram Ads is €2 million, but advertising through MTS will not have a minimum budget threshold.

“The advertiser, if he has a phone number and consent to sending advertising, will be able to set up targeting based on interests, including based on data from his internal systems (for example, inform his customers in Telegram about a discount on their favorite products, an abandoned cart, etc.), as well as enrich by their data operators of fiscal data and other external sources,” MTS clarified.

Since the end of September, MTS has increased a number of tariffs by 10–12%. The company justified the increase in price by spending on infrastructure modernization due to increased traffic. At the same time, based on the results of the first half of the year, the operator’s capital expenditures decreased by 7% year-on-year, to RUB 37.4 billion.

Details – in the material “Kommersant” “Communication tariffs have turned red”.

Laura Keffer