MTS will send advertising to Telegram – Kommersant FM
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MTS has agreed on a partnership with Telegram, and this is a precedent in the market. According to Forbes, the telecom operator will target advertising by phone number. Previously, it could only be configured by the user’s location, interests and subscriptions. Thus, MTS hopes to increase revenue from the advertising business by 2.5-3.5 times, by 7-10 billion rubles.
The operator will only need to set up targeting, and the messenger will help him reach subscribers, explained Artem Popov, head of the New Media department of the iConText agency:
“The fact that large telecom players will eventually join Telegram is not exactly a super unexpected move. Especially considering the fact that this site is growing very quickly. And the attempt to further improve the results of Telegram Ads was expected.
The fact that MTS is doing this is also clear: the company has 80 million subscribers and a huge amount of data that needs to be monetized somehow. Telegram Ads is a great way to do this. As a result, those who set up these ads will simply know a little more about users, in particular, what they buy. This will allow us to divide the audience into narrower segments and work with them more accurately.”
Advertising on Telegram is much more expensive than on other platforms: if you apply directly, you will need at least €2 million. For placement through third-party services, you will need a budget of €1.5 thousand.
The advertisement itself appears in Telegram channels. If it becomes more targeted, users are unlikely to like it, noted Yulia Zagitova, co-founder of the Breaking Trends communications agency:
“Not a single operator had access to its users in the messenger. Therefore, this is something unique and provides an opportunity to complement targeting by interests and gain contact with your clients on a third-party site. This is a great opportunity for a business to target your audience and sell more services to them.
At the same time, as far as I know, users greeted this news rather negatively, because here again the question arises about personal data that is disclosed to a third party.
Everyone remembers that Pavel Durov promoted his manager from the point of view that this is a place where you can remain anonymous. The news about MTS makes it clear that no one remains anonymous, and the founder of Telegram continues to enter into various collaborations based on his financial plans.
Next we will see other contracts with telecommunications companies. And, unfortunately, this will have consequences for the user; we will simply see more advertising in the feed.”
Telecom operators regularly come to the attention of the antimonopoly service. In September 2023, the FAS became interested in the practice of paid Internet distribution and stated that it was illegal to take money from clients for such a service.
Everything is clear with us – Telegram channel “Kommersant FM”.
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