The MTS operator has partnered with Telegram and will now buy advertising in Messenger targeting phone numbers used to register for the service. MTS told Forbes about this.
The Telegram advertising platform targets the channels that users are subscribed to, their interests and location. MTS proposed a new solution: targeting external data using numbers.
As the operator explained, the segmentation will work based on the number of MTS subscribers, but this year the numbers of other operators will also be added.
The company clarified that mobile numbers serve as identifiers for advertisers’ CRM systems and loyalty programs. Once the number and consent to send emails is received, the advertiser will be able to configure the targeting according to their interests. In particular, it could be a message to customers on Telegram about discounts and promotions from the company.
As part of the cooperation, MTS also received the right to use the name and logo of the messenger to advertise the MTS Marketer service.
According to the operator’s estimates, the Russian advertising market on Telegram amounts to more than 15 billion rubles.
According to Mediasope estimates cited by the publication, Telegram surpassed VKontakte in July in terms of average daily number of users: 54.3 million people compared to 52.6 million.
MTS expects advertisers’ budgets to reach Telegram in 2024. According to its forecasts, the operator hopes to increase revenue from the MTS Ads advertising business by 7 to 10 billion rubles.
At the end of the second quarter of 2023, the company’s revenue amounted to 2.7 billion rubles.
Author:
Natalia Gormaleva
Source: RB
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