Case Study

Telegram Case Study: Promotion Via Messengers

Иван Смирнов

Though messengers have already attracted millions of people on a daily basis and their audience keep on growing, advertisers still don't have access to the vast range of their in-app possibilities. To say more, how to use a messenger as an instrument of promotion doesn't seem to be understandable yet. Qmobi team has decided to give it a try via Telegram Messenger and here we are sharing our experience.

Posts placement in the public channels are the basics of promotion while using Telegram. Looking a bit like a chain of e-mails the publications are viewed by the channel subscribers as messages. To make a sponsored post one can get in touch with a popular channel's owner or make a placement via different mediators. We chose the second way to make the experiment easier.

Step 1: preparing the texts for our sponsored posts, their approval and creating the trekking links. And, shortly after, channels selection.

Step 2: Ads placement.
For our test we launched two campaigns: AliExpress mobile app for Android and Alfa Bank debit cards.
We started with target settings available at the market which were limited by choosing the ad topic:

Then, the team selected the relevant channels by two metrics: reach and cost of placement. The main goal was obvious — to get the lowest CPM along with the highest possible conversion rate.

For AliExpress Android app we chose one variant of the sponsored post and made six publications with the average cost $3.5 per publication. The inability to target the ad by the type of OS influenced the campaign negatively as it was shown to the owners of Apple devices either. Only 17 installs at a cost $1.14 per one came out as a sad result.

On the other hand, the second campaign has shown more interesting results. The team prepared 4 different sponsored posts and selected the pool of relevant channels for each of them. The whole campaign achieved personalisation: for example, sponsored posts for car lovers were shown to them in automobile-related channel's feed. 29 publications cost us about $2.75 per each. With CPM worth $1.44 and clicks for $0.25 time wasn’t wasted: we got 14 orders, each for $5.8. Not a bad result for such CPA-campaign!

Many of our clients are buying a huge amount of traffic and they need the brand new channels of users acquisition. Though Telegram has still got only a few instruments to run the campaigns, it definitely has a huge potential. Hope, new services with more options are to be created soon. Actually, it would be great to have access to such instruments as:

  • Targeting by country and other basic parameters;
  • Auto-posting and automated moderating of ads as the posting process depends on the lightness of channel’s administrator a bit too much;
  • Guaranteed time of the publication being left at the top of the newsfeed (Many channels are posting a lot of things shortly after the sponsored post);
  • The option to attach an image and, at least, two links to the sponsored post.

"The advertisers need more quality traffic from the new sources. The majority of them have almost exhausted the options of MyTarget in Russia, Facebook and Google — worldwide. Trying hard to find new lead generation opportunities, the advertisers are facing another problem: tests show that a lot of CPC/CPM-based networks sell up to 50% of fraudulent views and clicks. Anyway, social media are still the most valuable source of traffic, as they own a huge amount of data about their users. In this case, messengers have much in common — having access to social-demographic data, user’s interests and many other things. That is why we see such a perspective in them. We go further with our tests and more valuable results are being achieved. For some businesses, messengers are nothing but the storehouses of relevant customers.
Snezhanna Kulinskaya, Head of Business Development, Qmobi.