Telegram is once again expanding its advertising ecosystem. Its latest update, currently rolling out in the European market, introduces a new ad placement — advertising directly inside Telegram chatbots. This new format creates space for highly targeted messaging, reaching users where they are most engaged: in daily conversations with bots.
What the New Format Offers
Telegram Ads now supports ads displayed inside chatbot interfaces. These in-chat ads appear seamlessly in the conversation flow and can promote:
- Telegram channels
- Specific posts
- Mini-apps (Telegram Mini Apps – TMA)
- Bots
- Personal or business profiles
The ads are simple and naturally fit into the context. Each includes the name of the promoted object (used as the ad headline), a custom description of up to 160 characters, and optionally a channel avatar, which can increase CPM by up to 30%.
Technical Specs
- Minimum CPM: €1
- Format: text ad with optional avatar
- Geo-targeting: not yet available
- Targeting by specific bot: supported
Why It Matters
Chatbots on Telegram are widely used across various use cases — from news and entertainment, to finance and customer service. Millions of users interact with bots every day. This new placement allows brands to reach a highly engaged audience within the exact context where interaction is already happening.
Most popular bot categories:
- News and media
- Games and entertainment
- Finance
- Dating
- Sports, music, and film
- Literature
- Travel and education
- Marketing and customer support
For brands, this presents a chance to target communication within highly specific, interest-based environments. In a space where the user is actively engaging, the potential for conversions is much higher than with traditional ad formats.
At New School Digital, we’ve been tracking the growth of Telegram Ads from day one. We help brands set up strategy, choose the right placement, and creatively tap into less traditional ad ecosystems. Thinking about advertising on Telegram? Get in touch.
Source: LinkedIn | MadBid
May 2O25