The advertising business on Telegram is actively developing. Over the past year, from July 2022 to July 2023, the volume of official advertising on the platform’s Russian segment reached €40–50 million, according to MGCom.
Some market participants estimate revenues even higher—up to €60 million in 2023. According to SA Media estimates, Telegram could generate between €50 and €60 million this year. Demand for advertising in the messenger is growing rapidly, and there is a logical explanation for this. Due to the limited number of advertising platforms in the Russian internet, brands are increasingly turning their attention to Telegram. Until recently, companies were hesitant due to the lack of convenient tools for tracking ad effectiveness. However, the situation has changed: at the end of August, Telegram added the ability to use shortened links, UTM tags, and special tracking links. Advertisers can now analyze the results of their campaigns in detail.
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Thanks to these changes, many experts predict a real leap in the development of the advertising segment. In particular, analysts believe that by the end of 2024, Telegram Ads revenue could triple. For example, the company MTS forecasts that its collaboration with the messenger will allow it to increase advertising revenue by 2.5–3.5 times in the coming year. Meanwhile, the agency Magnetto.pro notes that advertising budgets in Telegram are growing literally every quarter—by tens of percent. However, precise forecasts for 2024 remain difficult to make at this stage.
Read also: Telegram launches self-destructing video messages — how it works.
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