Top.Mail.Ru
Advertising in messengers — Postmypost
Log in
Sign up
RU EN
Log in Sign up
Glossary – Advertising in messengers

Advertising in messengers

Nikiforov Alexander
Friend of clients
Back
Advertising in Messengers: Effective Promotion Strategies

Contents

What is Messenger Advertising?

Messenger advertising involves placing advertisements and messages on behalf of a brand or company in popular messaging applications. These platforms offer a unique marketing opportunity due to their wide reach. On average, messengers have surpassed social networks in user numbers by 20%.

One of the key advantages is the ability to target. Advertisers can tailor their ads to specific audiences, taking into account parameters such as region, interests, gender, and age. The most popular messengers in Russia include Telegram and WhatsApp, each with its unique audience. For instance, users under 24 are more likely to respond to ads on Telegram, while a more mature audience prefers WhatsApp.

Types of Messenger Advertising

There are several advertising formats available in messengers, each with its own features and benefits. Let's consider the main ones:

  • Targeted Advertising: Advertisements that are shown to users based on specified parameters. For example, in Telegram, these are text messages up to 160 characters long that appear under the author’s content.
  • Advertising in Thematic Channels: Published by channel administrators, similar to advertising with bloggers, where placement conditions are discussed in advance.
  • Advertising Mailouts: Mass distribution of notifications to a selected audience, used to promote products and services. Often set up through third-party paid services.
  • Built-in Messages: Advertising that appears as a new conversation on the main page of the messenger, making it less intrusive for users.
  • Banner Advertising: Graphic images or videos displayed in the messenger, most often in the desktop version.

Advantages of Messenger Advertising

Messenger advertising solves numerous tasks for businesses. Here are the main ones:

  • Promotion of Products and Services: Advertising messages inform users about new products, promotions, and special offers.
  • Attracting New Customers: User segmentation allows for offering products to those most interested in them.
  • Increasing Engagement and Loyalty: Personalized offers and customer care enhance interaction with the brand.
  • Establishing Personal Contact: Many forms of advertising mimic personal messages, making it easier to engage in communication with the brand.

How Does Messenger Advertising Work?

Each messenger offers its unique ways of placing advertisements. For example, in Telegram, ads can be presented as targeted ads or mentions in author channels. In Viber, several formats are available, including post-call and business chat, while WhatsApp and Facebook Messenger offer opportunities for mailouts and targeted advertising.

It is important to note that advertising in messengers requires a special approach to content creation, as users expect a more personalized and less intrusive experience when communicating with a brand.

Since September 1, 2022, new legislative requirements regarding advertising on the internet, including messengers, have come into force in Russia. All advertising materials must contain information about the advertiser and a unique token identifier. This ensures transparency and protects consumer rights. Advertisers are required to submit reports on ad placements, including data on the number of impressions and service costs.

Thus, advertising in messengers represents a powerful tool for promoting brands, allowing them to reach their target audience with high efficiency. By following modern trends and complying with legal norms, companies can effectively utilize this channel for growth and development.