MTS Plans to Launch Targeted Ads for Russian Telegram Users, Despite Telegram Controversy
Summary:
MTS, Russia's largest telecommunications company, plans to launch a targeted advertising service for Russian Telegram users. Despite Telegram denying any existing agreement, MTS maintains that its service will let clients focus on specific audiences, directing them to external sites and applications through Telegram. The service is to leverage external data such as MTS Big Data segments or CRM systems based on phone numbers. The campaign requires no minimum budget and complies with Russian regulations. MTS serves over 80 million mobile clients in Russia.
MTS, the largest telecommunication company in Russia, has proclaimed its intent to launch a targeted advertising service for Russian users of the messaging application, Telegram. However, Telegram refutes the claim of any existent agreement with MTS. This declaration was made by MTS on October 17, detailing the introduction of ad services for clientele focusing on specific channel viewers, interest groups, categories, and geographical locations. The service is purportedly aimed at Russian operator phone numbers.
Remi Vaughn from Telegram told Cointelegraph that there are currently no ad-related contracts established between any Russian companies including MTS. He acknowledged the possibility of MTS availing Telegram's ad platform through a global ad agency they work with.
MTS digs deeper into the specifics of their new service, illustrating the promotion of messages, groups and bots within Telegram, and linking to external sources in Telegram Ads. This reorients users toward outside websites and apps. The service is dubbed by MTS as a method of converting Telegram into an instrument with a high trust level capable of engaging an estimated daily audience of 55 million Russians.
MTS pointed out that the service can be launched on Telegram based on external data, like MTS Big Data segments and their own CRM systems predicated on phone numbers. This comes from a statement by Elena Melnikova, the advertising director at MTS. The novel service also eliminates the need for a minimum budget threshold, permitting users to design and activate advertisements for any amount. A set rate of 90 kopecks ($0,0092 cents) has been pegged as the cost for each message for small to medium businesses to their respective databases.
According to MTS, it complies with Russian ad laws in all adverts launched in its MTS Marketer service via Telegram Ads. The telecommunication giant boasts serving over 80 million customers through its mobile business in Russia. Inquiries have been made to MTS to elucidate upon the service's specifics and its potentially formal agreement with Telegram, or whether it uses a third party to deliver ad services.
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Published At
10/17/2023 2:01:56 PM
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