MTS Marketer

Main article: Definition of Business Intelligence

MTS Marketer is a service for self-promotion of goods and services through targeting and resources Big Data MTS with. machine learning

2024: Ability to customize ads in Telegram Ads

MTS Ads, the advertising vertical of the MTS digital ecosystem, on March 27, 2024 announced that in the personal account of the MTS Marketer platform, you can configure advertising in Telegram Ads based on your customer base for subscribers of other operators of the Russian Federation. This tool will allow small and medium-sized business owners to more efficiently warm up their audience, increase the number of repeated purchases and increase the LTV of customers.

The cost of contact is 0.9 rubles. including VAT - four times lower than the cost of SMS to phone numbers of other operators of the Russian Federation. The service is available to legal entities and individual entrepreneurs who have confirmed their profile in the personal account of MTS Marketer.

In order to launch an advertising campaign on its customer base in Telegram Ads on the MTS Marketer platform, the entrepreneur needs to upload a file with phone numbers of his client base in the format txt, csv, xls and xslx in the personal account of MTS Marketer. After downloading the file with the numbers of any operators of the Russian Federation in the "Distributions by its database" section, the algorithm will divide the database into MTS subscribers and all others. Through the personal account of the MTS Marketer platform, you can show advertising in Telegram to all subscribers, except for MTS subscribers.

To cover their entire database, the user can set up a cascading advertising campaign: subscribers of all operators, except MTS, will see advertising on Telegram, and owners of MTS numbers will receive SMS mailing. To do this, write the text of the mailing list and specify the name of the sender - the text of the SMS may differ from the announcement in Telegram. You can configure the cascade so that MTS non-subscribers also receive SMS if they do not see an advertising message in Telegram.

2023

The ability to target Telegram on external data and Big Data segments

PJSC MTS"" on October 17, 2023 announced the possibility of launching advertizing Telegram in Ads on external data ones - with targeting by operator phone numbers the Russian. Advertising can be set up in the MTS Marketer service interface using targeting by geography and interests based on MTS, Big Data as well as by segments and groups. messenger In the fall, they will be added the ability to run advertising on their own base, as well as advertising on a model CPM with payment for 1000 impressions.

MTS customers can use both standard Telegram Ads tools for Russia (targeting to the audience of specific channels, categories, interests and geo according to Telegram), and use external data related to phone numbers for targeting - more than 250 basic segments on data Big Data MTS, special segments on data 5000 MTS metrics, as well as targeting on data of their CRM systems.

In advertising campaigns launched in the messenger through the MTS Marketer service interface, there is no minimum budget threshold - you can set up and run advertising for any amount. The cost is not tied to the exchange rate and is fixed in rubles - 90 kopecks per message for small and medium-sized businesses, mailings on their own database. In the fall, promotion will be launched on the CPM model with payment for 1000 impressions.

Customers can promote messages, groups, bots with links inside Telegram, as well as messages with links to external sources in Telegram Ads, adding UTM tags to them, which will allow users to be taken to sites and applications. This opportunity actually turns Telegram into a performance tool with a high level of trust and a daily audience of about 55 million people in Russia, and opens up the opportunity to launch dynamic retargeting mechanics, reminding customers of the "abandoned basket," a discount on goods that he was recently interested in, etc.

When you run an ad, you can set the frequency to display from 1 to 4 times per client per campaign. The moderation period of campaigns will be from 4 to 6 hours in any time zone in Russia. All advertisements launched in Telegram Ads through MTS Marketer are marked using seamless and free integration with the MediaOut ORD, and meet the requirements of the federal law on advertising. Online analytics of showing campaigns will be available to customers, after the end of the campaign, all information will be displayed on the dashboard.

We are glad to combine the technologies and scale of MTS and Telegram. Now Russian business and advertising agencies will be able to run advertising in Telegram based on external data - segments of Big Data MTS, their own CRM systems by phone number. We are pleased to offer this opportunity to MTS customers. Our approach will allow you to connect the display of ads in Telegram and a click on it, with the user's behavior on the site, and will make it possible to catch up with the client in other channels. I believe that we will use our technologies for the development of Telegram as a performance and brandformance tool, and we believe that in the coming years it will become a mandatory part of the advertising media mix, "said MTS Advertising Technology Director Elena Melnikova.

Launch Mobile Version

On March 2, 2023, MTS announced that it had launched a mobile version of its own advertising platform MTS Marketer. Now entrepreneurs will be able to run advertising from smartphones, as well as speed up the campaign setup process by adding targeting recommendations and examples of selling texts for various types of businesses in the updated version: from a restaurant and beauty salon to a car repair shop.

The mobile version is developed taking into account the needs of small and medium-sized businesses, individual entrepreneurs and self-employed, who are used to setting up advertising on their own from a smartphone. The mobile version of MTS Marketer provides recommendations for targeting for 115 types of business, as well as text templates for advertising and service mailings. They are selected on the basis of MTS Big Data and effective advertising campaigns of platform clients from these segments. This reduces the total campaign setup time to a few minutes. To access the tools, when creating a campaign, you must select the direction of business that the user is going to advertise.

In the mobile version of the service, entrepreneurs can launch targeted SMS and MMS mailings, RCS mailings, targeted calling and other advertising tools of the desktop version will become available in the future. To launch an advertising campaign, the user needs to go to the MTS Marketer's personal account from an iOS or Android smartphone from any browser. If, during the campaign setup process, the user takes a call or exits the browser window, all intermediate actions are automatically saved.

MTS Marketer is a key product of the AdTech direction of MTS for small and medium-sized businesses. In 2022, the number of our customers in this segment increased almost 1.5 times, while 45% of users regularly visit our site from smartphones. It was for this audience that we developed a mobile version of the service, in which we made the process of setting up advertising easier, more convenient and faster. If the value of the desktop version is to independently test various hypotheses by creations and segments, then in the mobile version we have simplified the client path for those who need it. The service recommends to the user templates of texts that are likely to bring leads, and also prompts the audience who may be interested in the company's proposal. All this allows any entrepreneur or marketer, even without appropriate experience, to launch effective advertising the first time without unnecessary effort, "said Vladimir Farafonov, head of the center for digital advertising products and MTS information.

2019: MTS Marketer service capabilities

According to the information for June 2019, the MTS Marketer service allows the advertiser to decide for himself who may be interested in his proposal and sends information to the audience filtered by various parameters. In total, there are more than 120 such parameters, but the most popular ones are socio-demographic (gender, age, income), temporary (day, hour, moment when a potential client approaches the point of sale), as well as geotargeting (territory of residence, frequent visit to a place or finding a subscriber near the advertised place at the time of sending an advertising message).

SMS messaging is not the only possible communication channel between the advertiser and the client. Targeted advertising can also be placed in the form of push notifications, banners, messages in instant messengers, in social networks or through e-mail. The service has the most common marketing tools - sending discount promo codes that motivate buyers to situational purchases and cashback, which increases customer loyalty and saves the company from seasonal factors.