In 2022, the average cost of an advertising post on Telegram news channels increased by 341% and reached 55.9 thousand rubles. A year earlier, it amounted to 12.6 thousand rubles. This is stated by the BeSeed study, the results of which were reviewed by Vedomosti.
As part of the study, the platform’s specialists compared the advertising prices of about 350 Telegram channels: from small blogs with less than 10,000 subscribers to large ones with more than 500,000 people.
Among channels with an audience of more than 500,000 subscribers in this thematic segment, the largest increase in the price of an advertising publication, according to BeSeed, was shown by Moskvach and Baza. In the first case, the price increased by 72.8% to about 198 thousand rubles, in the second – by 66.7% to 180 thousand rubles.
In Mash last year, the cost of advertising increased by 71% to about 600 thousand rubles, said Artur Karapetyan, head of the digital agency Social Mind (ABA member). Channels with smaller audiences saw higher growth, he continues: for example, Lentach (315,430 subscribers) increased advertising costs by 240% to around 120,000 rubles.
Among the key reasons for the growth in the cost of advertising is an increase in the audience of the messenger and an increase in interest in relevant information after the start of a special operation in Ukraine, the blocking of Facebook and Instagram (owned by Meta , which is recognized as extremist and banned in Russia).
In 2023, Telegram ad prices will continue to rise, experts predict. According to his estimates, the rise could be up to 20% due to the continuous growth in the demand for placements in the messenger. Inflation will also affect rising prices, experts say.
Author:
karina pardaeva
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
