Interview Transcript
Megan (Journalist, Marketeer):
Welcome, Natalie! Today we’re diving into Telegram ads CPM. To start, can you share what CPM range advertisers typically see on Telegram?
Natalie (Media Buyer):
Absolutely, Megan. Based on several case studies and our own campaign data, Telegram ads have demonstrated impressively low CPMs compared to traditional platforms. For instance, one case study from a tech-focused campaign in 2023 reported an average CPM of $0.27. In another case study focusing on lifestyle brands, advertisers saw CPMs around $0.45. In some niche segments, the numbers can be even lower—sometimes close to $0.25.
Megan:
That’s remarkably low compared to other digital advertising platforms. How do these numbers compare with platforms like Facebook or Instagram?
Natalie:
They’re significantly lower. On platforms like Facebook, CPMs typically range between $5 to $10 depending on the targeting and competition. Telegram’s environment, where the audience is highly engaged and less saturated with ads, offers a cost-effective alternative. Advertisers can achieve similar or even better engagement levels with a fraction of the spend.
Megan:
Could you share a specific campaign example or case study that highlights these numbers?
Natalie:
Sure. One client we worked with—a mid-sized tech startup—ran a campaign via several Telegram channels over a three-month period. They achieved an average CPM of $0.25. Additionally, a digital marketing report from late 2023 highlighted that Telegram channels targeting niche audiences for lifestyle products consistently delivered CPMs in the $0.50 to $0.60 range during peak engagement periods. These figures clearly illustrate how Telegram can provide an efficient advertising channel for diverse sectors.
Megan:
What factors do you think contribute to such low CPMs on Telegram?
Natalie:
There are a few key factors:
- Engaged, Opt-In Audience: Users subscribe to Telegram channels voluntarily, which means the audience is highly engaged.
- Lower Competition: With fewer advertisers in the space compared to giants like Facebook, there’s less bidding competition for impressions.
- Targeted Reach: Advertisers can select channels that closely match their target demographic, leading to higher relevance and efficiency.
Megan:
That makes a lot of sense. For brands considering Telegram ads, what advice would you offer based on your experience and the case studies you mentioned?
Natalie:
I would advise brands to:
- Analyze Your Audience: Ensure that your product or service resonates with Telegram’s community. The platform works best when you’re reaching an audience that’s already interested in your niche.
- Test and Optimize: Start with a small budget to test different channels and messages. Use the low CPM advantage to experiment and refine your approach.
- Leverage Case Studies: Look at published case studies and data from similar industries to set realistic benchmarks and expectations.
Megan:
Thank you, Natalie, for sharing these valuable insights and the specific numbers from real-world case studies. It’s exciting to see how Telegram is emerging as a cost-effective platform for advertisers.
Natalie:
My pleasure, Megan. I’m glad to share our findings and hope they help more brands realize the potential of Telegram ads.
