MTS Ads: Marketer Pro

2024

X5 Group Data Targeting Capability

On September 30, 2024, MTS PJSC announced that its advertizing vertical was X5 Group added by the possibility of targeting Telegram Ads by segments of impersonal aggregated data programs. loyalty retailer Partners expect that the advertising tool developed by them will be in demand both from FMCG brands and from companies from other industries businesses.

Impersonal data from loyalty programs X5 Group is aggregated on a digital platform Dialog X5 for suppliers and partners, based on which database more than 80 million customers are users of the loyalty program. To exchange anonymized user data integration , Omni Retail Product was configured between the Dialog.X5/Targeting audience segmentation platform and the MTS CDP platform.

The new segments for targeting in MTS Ads are based on such metrics of purchasing behavior as the average buyer's check, the frequency of his purchases, preferences for categories of goods, loyalty to certain brands and others. The data will allow advertisers to conduct outreach campaigns as well as target narrow segments of the audience.

Big data from retailers turns Telegram into a performance channel: the advertising message reaches target segments of the audience that have high consumer activity and demonstrate interest in specific product categories. The retailer's data is effective not only for FMCG brands. We already have successful pilots with advertisers from telecom, online services and delivery, "said Artyom Pulikov, Commercial Director of MTS Ads.

Additional MTS Ads targeting capabilities based on X5 Group data are available in Marketer Pro, a digital advertising platform for large businesses and agencies.

Posting advertising campaigns with banners and videos in Telegram Ads

On September 2, 2024, MTS PJSC announced that the MTS Ads advertising vertical is posting advertising campaigns with banners and videos in Telegram Ads. The update is already available on the Marketer Pro platform.

The added advertising formats allow you to launch coverage media campaigns in the channel with a monthly audience of more than 86 million people and convey the visual component of the brand using static and animated images and videos. Downloadable formats of static creativity - PNG, JPEG up to 5 MB, animated and video creativity - MP4 up to 20 MB in size and lasting from 3 to 60 seconds. Required items - the title of the announcement is up to 40 characters and the text is up to 160 characters.

The mark-up for using these formats, including when targeting the audience by thematic categories and audience interests, for static banners is 50% of the CPM text format, for video and animation - 70%. When targeting channels, 80% markups are applied for the banner and 100% for video and animation. The minimum entry threshold for launching a banner or video is 20 thousand euros per month for each format, for launching two formats - both a banner and a video for one month - 30 thousand euros per month. With an annual commitment to one of the formats, the minimum entry threshold is 120 thousand euros per year, for both formats - 240 thousand euros per year. For Marketer Pro offices, pricing is available both in euros at the Central Bank rate and in rubles at a fixed CPM rate.

Advertising with banners and videos can be launched both by Telegram segments - content targeting by topics and audiences of channels, and by launching it through MTS Ads tools, by Big Data MTS segments, external data providers, on data CRM advertisers.

Thanks to the emergence of new advertising formats and big data, Telegram Ads becomes an advertising channel that gives brands the opportunity to conduct both coverage media campaigns and advertise for audience groups, multiplying the effectiveness of advertising communications. Expanded analytics will be available to advertisers in MTS Ads tools - the opportunity to conduct Brand Lift and Sales Lift research, measure the impact of advertising investments on brand metrics and sales.

Against the background of a shortage of high-quality advertising equipment, the launch of visual formats in Telegram Ads is more than relevant and in demand. Branded placements meet market standards and guarantee high quality audience contact. In terms of daily coverage among the digital resources monetized in Russia, Telegram is in the top 2 and allows, on average, to cover more than half of the country's population per day. New formats of advertising communications, special opportunities for targeting advertising and measuring efficiency will provide the platform with a fair share in advertisers' media lists, - said Tatyana Matveeva, Executive Director of MTS Ads.

Advertising campaigns with banner and video Telegram formats in Marketer Pro from September 2, 2024 launched companies and services of the MTS digital ecosystem - KION, NUUM, MTS Travel, MTS Ads, MTS Premium, as well as the largest advertisers - Yandex, Burger King, Omoda, Jaecoo, Chery, Avito, OTP Bank, etc.

Telegram takes care of the quality of ads that advertisers post so that users receive relevant and useful content. In the case of premium formats, we are talking not only about message moderation, but also about a sufficiently high entry threshold for working with new formats. We believe that new coverage and brandformance tools will be in demand among advertisers of large and medium-sized businesses, and will allow them to more effectively solve the problem of demand formation and qualitatively convey the visual component of the brand to the audience, "said MTS Ads Commercial Director Artem Pulikov.

Launch of the Euro Advertising Cabinet

MTS PJSC, a digital ecosystem, on July 10, 2024 announced that its advertising vertical MTS Ads gave users the opportunity Marketer Pro to open an additional, European advertising office for promotion in Telegram Ads and tied the cost of advertising to the euro exchange rate of the Central Bank of the Russian Federation.

Euro pricing completely repeats Telegram tariffs. MTS Ads also reduced the minimum cost of connecting to the Telegram Ads advertising cabinet to 500 euros and removed the mark-up for using MTS Big Data targets and advertisers' own data in Telegram Ads.

The auction rate when setting up promotion in the office will be calculated in euros, and payment of bills will take place in rubles in relation to the euro exchange rate of the Central Bank of the Russian Federation. The conversion will take place at the Central Bank rate on the day of replenishment of the cabinet - at prepayment, or at the Central Bank rate on the last working day of the month - at postpayment.

Payment conditions for independent work in the office will be calculated at the euro rate of the Central Bank of the Russian Federation, and the MTS Ads agency commission will also be charged - 20%. For direct advertisers, a 10% cashback will be available with a budget of 1000 euros per month.

Linking the cost of Marketer Pro to the euro exchange rate for the Central Bank of the Russian Federation will allow advertisers to flexibly manage the effectiveness of campaigns and quickly respond to new opportunities when adjusting the course, increasing the effectiveness of advertising campaigns and optimizing their cost in a short time.

We want to make the digital advertising market in Russia more democratic and flexible, so we are working on the quality and manufacturability of our products and are developing new approaches to planning advertiser budgets. We help customers gain more data and knowledge about their target audience with our tools. At the same time, in the summer season, we removed additional markups for working with targeting on MTS Big Data data and our own customer data, so that traders, agencies, direct customers and resellers have more opportunities for experiments, promoting seasonal shares, sales, returning a loyal base, - said Nikita Fominov, MTS ADS Business Development Director.