MTS Claims Telegram Ad Service Launch in Russia, But Telegram Denies Partnership – What’s the Real Story?

Is Russia’s digital advertising landscape about to witness a seismic shift? Mobile TeleSystems (MTS), the largest telecom provider in Russia, has boldly announced the launch of a new advertising service purportedly targeting Russian Telegram users. This news has stirred significant buzz, promising a fresh avenue for marketers to tap into Telegram’s massive Russian user base. But hold on – Telegram itself is throwing cold water on these claims, denying any formal agreement with MTS. Let’s unpack this intriguing development and see what it means for advertisers and Telegram users in Russia.

What Exactly Did MTS Announce?

On October 17th, MTS made a public announcement detailing the launch of its advertising service, dubbed ‘MTS Ads.’ According to MTS, this service is designed to enable advertisers to target Telegram users based on a variety of parameters, including:

• Specific Telegram Channels: Reach audiences interested in particular topics or communities.
• Categories of Interest: Target users based on their inferred interests and online behavior.
• Geolocation: Focus advertising efforts on users in specific geographic locations within Russia.
• External Data & Big Data Segments: Leverage MTS’s extensive big data capabilities and external data sources for precise targeting, including using phone numbers of Russian operators.

MTS emphasized that this service allows for the promotion of various content formats within Telegram, such as:

• Messages, Groups, and Bots with Internal Telegram Links: Drive traffic and engagement within the Telegram ecosystem itself.
• Messages with External Links via Telegram Ads: Direct users to external websites and applications, expanding the reach beyond Telegram’s platform.

The telecom giant positions this service as a way to transform Telegram into a powerful and trustworthy performance marketing tool, boasting the potential to reach a daily audience of 55 million Russians. MTS even highlighted the absence of a minimum budget, making it accessible for businesses of all sizes.

Telegram’s Firm Denial: A Misunderstanding or Something More?

However, the narrative took a sharp turn when Telegram issued a statement directly contradicting MTS’s claims. Remi Vaughn, a Telegram spokesperson, explicitly stated to Cointelegraph that Telegram has no advertising agreements with MTS or any other Russia-based companies.

Vaughn suggested a possible alternative explanation: MTS might be accessing Telegram’s advertising platform through one of Telegram’s global advertising agency partners. This would mean MTS is utilizing existing Telegram Ads features but without any direct partnership or agreement with Telegram itself.

This denial raises some crucial questions. Is MTS overstating its relationship with Telegram? Or is there a misunderstanding in communication? The stark contrast between the two companies’ statements is undeniable.

Decoding MTS Ads: How Does This Service Actually Work?

Despite Telegram’s denial of a direct partnership, MTS has provided details on how its ‘MTS Marketer’ service will function for advertisers wanting to target Telegram users. Here’s a breakdown:

• Targeting Capabilities: As mentioned earlier, MTS emphasizes targeting based on channels, interests, geolocation, and crucially, external data segments including MTS Big Data and client CRM systems using phone numbers.
• No Minimum Budget: Advertisers can launch campaigns with any budget, making it accessible for even small businesses and individual entrepreneurs.
• Cost Structure: For small and medium-sized businesses using their own databases, the cost per message to target their users is reportedly fixed at 90 kopecks (approximately $0.0092 USD).
• Compliance with Russian Law: MTS assures that all advertising campaigns launched through MTS Marketer and Telegram Ads will adhere to Russian advertising regulations.

Elena Melnikova, MTS advertising director, further clarified that the service enables businesses to target Telegram users using external data, specifically MTS Big Data segments and their own CRM data based on phone numbers. This suggests MTS is leveraging its vast subscriber data to offer enhanced targeting capabilities within the Telegram Ads platform, even without a formal partnership.

Implications and Potential Benefits for Advertisers

Regardless of the partnership ambiguity, MTS’s move to offer a Telegram advertising service could have significant implications for the Russian digital advertising market. Here are some potential benefits for advertisers:

• Access to a Large and Engaged Audience: Telegram’s 55 million daily users in Russia represent a massive and potentially highly engaged audience for marketers.
• Granular Targeting Options: MTS’s promise of advanced targeting using big data and external sources could enable advertisers to reach very specific and relevant user segments, improving campaign effectiveness.
• Performance-Driven Marketing: Positioning Telegram as a ‘performance tool’ suggests a focus on measurable results and ROI, appealing to businesses seeking data-driven marketing strategies.
• Accessibility for All Business Sizes: The absence of a minimum budget makes Telegram advertising accessible to small and medium-sized businesses, democratizing access to this platform.

Challenges and Questions Moving Forward

Despite the potential upsides, several questions and challenges remain:

• Data Privacy Concerns: Utilizing big data and phone numbers for targeting raises privacy concerns. How will user data be handled and protected? Will this comply with data protection regulations?
• Accuracy of Targeting: While MTS promises precise targeting, the actual accuracy and effectiveness of these methods remain to be seen. How reliable are the ‘interest’ and ‘segment’ classifications?
• Telegram’s Stance: Telegram’s denial of a partnership creates uncertainty. Will Telegram actively discourage or limit MTS’s approach if it’s perceived as misrepresenting the relationship?
• Ad Fatigue and User Experience: Increased advertising on Telegram could lead to ad fatigue among users, potentially impacting user experience and ad effectiveness in the long run.

Is MTS’s Telegram Ad Service a Game Changer?

Whether MTS’s new service will be a game-changer remains to be seen. It undoubtedly presents a new opportunity for Russian advertisers to reach a vast Telegram audience with potentially sophisticated targeting. However, the conflicting statements from MTS and Telegram, coupled with data privacy and user experience considerations, introduce a layer of complexity.

For advertisers in Russia, exploring MTS Ads might be a worthwhile venture, particularly given the no-minimum budget entry point. However, it’s crucial to approach this with caution, carefully monitor campaign performance, and stay informed about any further developments or clarifications from both MTS and Telegram regarding their relationship and the nature of this advertising service.

As Cointelegraph continues to seek clarification from MTS, the digital marketing world watches closely to see how this intriguing situation unfolds. Will MTS successfully carve out a niche in Telegram advertising, or will Telegram’s denial reshape the narrative? Stay tuned for further updates.

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