At the end of last month, the creator of Telegram, Pavel Durov, announced that blocks with official advertising will soon appear on Telegram. Durov then said that most users probably won't even notice the innovation. But still we noticed: today an advertising test advertising post appeared in the same official channel of Durov .
As you can see in the screenshot below, Telegram ads look exactly as described earlier. An advertising post consists of text and a button, by clicking on which the user will go to the advertiser's website or channel. There are no images. The post is marked with the word "sponsored", which clearly indicates that it was paid for by the advertiser. At the moment, the official advertising post captured in the screenshot is displayed on all channels with an audience of more than 1000 users. In the annotation "What are advertising messages?" (What are sponsored messages?) Explains that Telegram does not collect user data, and, accordingly, advertising will not be targeted, unlike other platforms. All subscribers of this or that channel, where the advertising message will be shown, will see the same text. The content of advertising messages will depend only on the topics of the channels in which they will be displayed. Also, Telegram will not collect data on user interactions with an advertisement: clicks or forwarding of such messages will not be counted.
Recall that Telegram announced that ads will appear in the messenger earlier this year. The company offered advertisers rather strict conditions that will allow us to filter out fraudsters and show only verified official ads in the messenger. The point is that the minimum budget for an advertising company is 2 million euros, of which 1 million will be a deposit that will not be returned if the advertiser does not spend 10 million euros in 12 months. Telegram is already inviting “ responsible advertisers ” to visit its advertising platform at promote.telegram.org .
Note that ads will appear only in large channels, which often already contain advertising posts, so users may not even notice that something has changed. It is also important that the messages will be unobtrusive: they will be displayed only after all new posts in the channel have been viewed, and the maximum size of an advertising post is 160 characters, including spaces.
So far, advertising on Telegram is working in test mode. Nothing is known about the timing of the full launch.
We add that, most likely, advertising appeared only in Russian-language channels, and it really works. In the first hour, Pavel Durov's Telegram channel gained more than 17 thousand new subscribers.
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