MTS AdTech and KonnektU launched targeting in Telegram Ads on KHL data

2025: Telegram Ads targeting launch

The advertising vertical of MTS and KonnektU, in cooperation with the Continental Hockey League (KHL), launched targeting in Telegram Ads based on segments of impersonal aggregated data of hockey fans. MTS AdTech announced this on May 6, 2025.

Big Data KHL is a major source of first-party data on the sports audience in Russia. Includes more than two million impersonal profiles of hockey fans. Segments are formed on the basis of data on registrations in the KHL database, transactions on the website and in the League applications. If requested by the advertiser, MTS AdTech technologies allow additional enrichment of impersonal KHL data with a number of characteristics - such as geotargeting based on visits to matches and individual stadiums, purchasing behavior, level of involvement in sports events, demographic, social and other parameters. Thanks to the cooperation of MTS AdTech, Adwire, KonnektU and the KHL, advertisers have the opportunity to form a set of narrow segments of the target audience, targeting which will be effective for the purposes of both brand and performance campaigns.

Telegram holds a leadership position in the Digital Signage market. As of May 2025, advertisers are interested in maximizing the effectiveness of advertising campaigns at all stages of the sales funnel. The launch of targeting on the KHL data is another step towards more accurate and effective solutions in the MTS AdTech portfolio. The peculiarity of the KHL data lies in their depth and quality: this is one of the large datasets in the sports industry, including the behavioral and transactional characteristics of hockey fans. This allows you to create highly relevant segments for personalized communications. Cooperation with the KHL opens up new opportunities for brands from various industries - from FMCG and automakers to HoReCa and QSR - in creating more accurate and effective advertising campaigns, "said Artyom Pulikov, Commercial Director of MTS AdTech.

It is extremely important for us as a League not only to develop hockey, but also to create tools for partners. Launching targeting based on impersonal KHL data is an opportunity to monetize our digital asset. The KHL fan base contains not just an array of information, but a deep understanding of the audience. This solution allows brands to build target segments, increasing the effectiveness of advertising campaigns, "said KHL Vice President Sergei Dobrokhvalov.

KonnektU and Adwire, in cooperation with MTS AdTech, implemented a solution to monetize client data - the Continental Hockey League (KHL). Cooperation provides the KHL with tools to effectively manage and monetize data, increasing their commercial value and strategic significance.

MTS AdTech customers can use the targeting capabilities on the KHL data in the PRO Marketer - a digital advertising platform for large businesses and agencies.