Advances in Economics, Business and Management Research, volume 148

Proceedings of the Russian Conference on Digital Economy and Knowledge Management (RuDEcK 2020)

Planning, Implementing and Evaluating the

Effectiveness of an Advertising Campaign in
Digital Environment (Through the Example of
Telegram)
Matuzenko E.V.
Makrinova E.I.*
Department of Hotel and Tourism Service,
Department of Hotel and Tourism Service, Commerce and Advertisement of Belgorod University of
Commerce and Advertisement of Belgorod University of Cooperation, Economy and Law
Cooperation, Economy and Law Belgorod, Russia
Belgorod, Russia

Rozdolskaya I.I. Odnoral N.A.

Department of Marketing and Management Department of Industrial and Management
of Belgorod University of Cooperation, Economy and Law of National University of Science and Technology “MISiS”
Belgorod, Russia Moscow, Russia
E-mail: [email protected]

Grigorieva V.V.
Economic Security and Financial Monitoring Department
Voronezh state university of engineering technologies
Voronezh, Russia

Abstract — Currently, social media are attracting more and I. INTRODUCTION

more active users, therefore it is not surprising that almost every
During the period of rapid development of digital
company has corporate accounts on VK, Facebook, Instagram,
LinkedIn or Twitter. But due to the huge number of paid ads, technologies, the Internet market needs analysis and research.
posts, advertising campaigns and questionnaires aimed at In order to function effectively on it, advertisers must offer the
increasing brand awareness and driving traffic, competition in client those online platforms on which the advertising
social media are quite fierce. This forces market newcomers to campaign will bring the best result [1–4]. One of these new
look for alternative channels to reach their target audience. Internet platforms is Telegram, which is a cloud messenger
Many of them find such opportunities in instant messengers that with a high level of information security available for desktop
are developing even faster than social media in the past. One of personal computers and mobile devices. Every day, 220,000
these messengers is Telegram, which has already managed to new users are registered on this platform. Telegram is
break out in the lead among other messaging applications. The distributed free of charge, and the main source of funding is
audience of this digital platform is growing every year, so donations [5–7].
Telegram is a promising advertising platform for any business.
The purpose of this article is to develop a methodological The main advantage of the messenger compared to
approach to planning advertising campaigns in the Telegram competitors is its convenient interface, due to which it has
messenger. In the study of this problem, a systematic approach become an effective platform for PR and advertising [8–9]. The
and comparative analysis were used. In the article, the authors targeted nature of advertising in Telegram provides a high
attempted to develop a methodological approach to planning, conversion rate, as advertising posts are initially aimed at
implementing and evaluating advertising campaigns in a digital potentially interested consumers and are placed in the
environment (using the Telegram messenger as an example). The appropriate channels. Accordingly, advertisers use this
authors revealed the features of advertising in the digital platform for business purposes, and channel owners earn
environment, systematized advertising platforms of this platform money by placing advertising posts, which guarantees a steady
depending on payment, reflected the cost of advertising services growth in the popularity of the Telegram messenger.
on a digital platform, specified the types of implementation of an
advertising campaign, and presented methods for evaluating its II. METHODS AND MATERIALS
effectiveness on the Telegram platform.
In the course of analyzing the functioning of Telegram
Keywords — advertising campaign, advertising effectiveness, messenger, desk research methods were used: analysis of
online advertising, digital platforms, Telegram scientific and methodological literature on the topic under

Copyright © 2020 The Authors. Published by Atlantis Press SARL.

This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 206
 Advances in Economics, Business and Management Research, volume 148

study, generalization and classification of scientific Telegram covers a very wide range of possibilities,
research and existing foreign and Russian experience in the therefore, companies cooperating with the application can offer
field of online advertising. their customers the following benefits: online orders; real-time
support; personal assistant; customer feedback processing;
In the study of this problem, a systematic approach and team communication and coordination; relevant information;
comparative analysis were used. round-the-clock customer support; additional channel for
Using these methods allowed determining the features of processing payments and others.
advertising in the Telegram messenger, systematizing the Having studied the opinions of various experts in the
advertising platforms of this platform depending on the field of Internet advertising [19–20], the authors identified
payment, specifying the types of promotion in Telegram and the following Internet channel functions as an advertising
presenting ways to evaluate the effectiveness of the advertising platform:
campaign on this platform.
 mail messages;
This study is a continuation of previous studies of the
authors [10–14]. The goal of this article was to develop a  product promotion;
methodological approach to the planning, implementation and
evaluation of advertising campaigns in the digital environment.  brand awareness;
Unlike previously published works on the development of  additional traffic for landing;
digital technologies [15–18], the authors of the article analyze  informal chat with subscribers on a topic related to the
one of the most important digital platforms in Russia – product;
Telegram, which grows in audience and attracts business.
 channel for the distribution of product news: updates,
III.RESULTS promotions;
A study of various sources about the use of the Telegram
 channel of marketing events;
messenger for planning advertising campaigns allowed the
authors of the article to conclude that there are currently no  operational service and support;
methodological approaches to this kind of research.
 feedback collector.
In this regard, the authors of the article identified the stages
of planning, implementation and evaluation of the effectiveness In order to analyze the advertising placed on Telegram
of an advertising campaign on the Telegram platform, which platform, the authors of the article studied the practical
are reflected in Figure 1. experience of using this messenger by companies as an
advertising platform, as a result of which the following
advertising features were highlighted (Table 1).
Telegram advertising is divided into free and commercial
(Fig. 2). Let us consider the features of each of them in
more detail.

Fig. 2. Systematization of advertising platforms depending on payment (on

the example of Telegram)

Telegram provides the ability to create bots with any

functionality on its platform, as well as thematic communities
Fig. 1. Stages of planning, implementing and evaluating the effectiveness of
an advertising campaign in a digital environment
that are divided into groups and channels. These are free
advertising platforms.
Consider these steps in more detail. In supergroups (chats), due to increased activity and the
ability to leave messages by any participant, advertising in the
form of a single message has a relatively low efficiency. In this

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connection, the only acceptable option to place an Such a post, as a rule, remains fixed from 24 to 48 hours, after
advertisement in a Telegram chat is to fix the publication in the which it is deleted.
chat top with a simultaneous notification of all participants.
TABLE I. FEATURES OF ADVERTISING IN THE DIGITAL ENVIRONMENT
Advertising features Specifications
Direct sales inefficiency The company that wants to use the messenger to promote the brand has the task of creating a channel
that will become popular and loved by users thanks to fascinating content. Direct advertising on
Telegram does not work: readers will refuse the channel if it lacks useful content and there are many
attempts to sell a product or service. It is necessary to think about how to attract the attention of the
target audience and maintain its stable interest.
The effectiveness of word of mouth Users of instant messengers willingly share useful information with each other. This method is
performance effective because it is based on trust and is free, because companies do not have to pay extra to the
reader who sent the link to friends. Messages from friends are always read, unlike advertising posts
that can be ignored.
Holding users' attention through According to the Combot analytics service, one Telegram post can reach 60 to 80% of the target
special built-in functions audience. For example, on Facebook, this figure is 5%. To view pictures, animations and videos, the
user does not need to leave the messenger, switching to third-party resources. Media files open in the
application itself, thereby increasing the number of views and increasing user reach.
Using native advertising Most of all users of social networks are annoyed by banners and targeted advertising. There is no such
advertisement in the Telegram messenger. Companies use natural advertising (native), to which
subscribers are much more loyal, as it skillfully fits into useful content. Its main difference from direct
advertising is that full compliance with the channel’s theme and its content is respected.
For the dissemination of native advertising in Telegram can be used as channels with the target
audience of the company, and channels of opinion leaders. In the second case, additional financial
investments will be required, however, these investments will bring considerable dividends.
Using stickers as viral advertising Companies and brands can use stickers as a tool for viral advertising. Telegram has various sticker
tools collections. Many of them are in demand by users, and some of them have a huge number of fans. Any
brand in Telegram can create its own sticker pack.
Using automatic assistants (chatbots) The communication process is constantly automated. The introduction of chat bots in Telegram makes
work and advertising in it easier for both companies and subscribers.

In channels (public), only the creator or the administrator database. It is necessary to communicate in advance, read
appointed by him has the right to publish posts, which excludes dialogs, from which it will be clear whether potential clients
the uncontrolled appearance of new messages. The readability are present or not in a particular group. In addition, Telegram
of an advertising post on a channel is several times higher than has a significant difference between chat and channel. All
in chat rooms. Due to this, the cost of advertising on the participants are visible in the chat. This feature allows writing
channel, with the same number of subscribers, is higher. In personally to each subscriber, filtering by the latest activity
addition, only 200 people can be invited to the channel. This date, unloading all chat messages and selecting the most
limit is set by the Telegram platform, which cannot be competent authors. The opportunity to work so tightly with the
bypassed. Further recruitment of a loyal audience is carried out audience before launching an advertising campaign compares
either through advertising in other Telegram channels, or from chats from channels.
the outside, through social networks, YouTube, Instagram and
sites. One of the popular services of promotion in Telegram is the
mass sending of messages. Sending messages to users of
As a rule, the response from advertising in bots is even Telegram is a personal appeal to a person on a specific list of
higher than on channels, because the user can activate the bot usernames (a unique link by which we can contact the user, it
in Telegram exclusively by himself. Useful bots in the looks like t.me/username). This is the same as sending out
messenger are used constantly and subject to not frequent posts emails, only many times more efficient. No one has been
with advertising, the subscriber will be loyal. reading mail from strangers for a long time, or it automatically
ends up in the spam folder. With the Telegram newsletter,
Mostly advertising on Telegram is paid. Suitable sites are things are different. Each recipient will definitely see the
located on specialized Telegram exchanges where the entire message and with a probability of almost 100% will open it.
process is automated. The company selects an artist, This conversion is due to the messenger itself. It is completely
replenishes the account, registers, determines the advertising impossible to refuse to receive messages. All messages come in
budget, and the remaining actions for advertising are made by a common feed. Until users open the message, they will not
the exchange. The most popular exchanges are: Telega; know what kind of notification it is and who sent it to them.
Sociate; Epicstars; Buzz.
However, Telegram does not encourage sending a large
Inviting (invitations) to Telegram implies the presence of a number of messages to people not added to contacts. Literally
pre-assembled user base and the chat to which they are invited. after a couple of dozen messages, the account will be
There are no limits on invitation to chat in Telegram. And if it temporarily limited, it will be impossible to send messages to
is impossible to know the audience composition in the channel anyone except personal contacts. We can find out the status of
in which the company plans to place an advertisement, then our account through the official informational @spambot bot,
specific thematic groups are selected for the promotion of their and through this bot we can appeal the lock if the company
own chat for the subsequent collection of the participants

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believes that it is illegal. The cost of advertising services on a Telegram is currently running a new notification tool –
digital platform (for example, Telegram) is shown in Figure 3. LPgeneratorBot in Telegram. He notifies of a new application
(leads) and sends the entire contents of the application, so that
Many advertisers believe that creating an own channel in the user does not have to go to My Account from a mobile
the messenger is an effective way to advertise on Telegram. device. Additionally, we can receive notifications of successful
For this purpose, perform actions in the following sequence: payment, the end of the tariff, as well as send a message to
select the appropriate item ("New Channel") in the menu, colleagues in Telegram and quickly establish a workflow even
formulate a name, specify a description, click the "Create" remotely. Connecting the bot is absolutely free and on any
button, select the type of channel (public or secret), make a link tariff plan, and the message length is not limited.
to it. When using the secret type, subscribers will not be able to
comment. Another method of personalizing the channel and
increasing interest in it is to create a branded collection of
stickers. This non-standard, but very popular approach allows
making the brand more recognizable. As soon as subscribers
add a new block of stickers to their profile, they will be able to
share them in private messages and on other channels. Stickers
are used as a separate project or as part of a marketing
campaign (promotion of new products, contests, landing pages,
stories about brand trends and current posts).
After the end of the process of creating their own channel,
they proceed to the implementation of an advertising campaign,
to the promotion and recruitment of new subscribers.
The authors of the article identified the following ways to
promote an enterprise in a digital environment (using Telegram
as an example) (Table 2).
The final stage of an advertising campaign in the digital
environment is an assessment of its effectiveness. To do this,
the following methods are used:
1. A manual method based on the analysis of the number
of views of publications, recalculation of growth for certain
periods of time. Helps to quickly evaluate the effect without
Fig. 3. The cost of advertising services on a digital platform (on the example using a specialized analytics tool.
of Telegram)
2. The use of utm-tags allows determining the source,
With the proper approach, personal channel becomes an channel, content, campaign and transferring values to the
ideal source for special offers and promotions of enterprises. analytics system “Google Analytics” and “Yandex Metric”.
With each new publication, the company receives a notification Recommended for promotion through contextual advertising.
on the smartphone, which allows informing people about
3. Using special services and bots.
important offers as quickly as possible.
a) @ChannelAnalyticsBot – a popular bot that allows
After creating a communication channel, they begin to recruit
tracking statistics on a channel. The principle of interaction is
subscribers. The first step is to use the contact list. It is advisable
to connect this robot, the instructions necessary to track the
to carry out the initial content filling by making up to 10 posts.
channel and regularly receive daily statistics on it. It allows
On the channel we can publish small notes, post links with monitoring the change in the number of subscribers and the
annotations, write reviews, reviews on books \ films \ music, number of views. Using the bot for free.
express personal opinions, publish news and announcements,
b) tgstat.ru – reflects the ratings of Russian channels in
link to useful articles, videos and courses, write reviews, retell
terms of placing advertising materials on them. It allows
books, broadcast events, publish photos, make selections,
finding out the growth, the total number of subscribers, the
capture events from personal life.
coverage of a post being posted during the day, effectiveness
To reduce the number of errors when creating their own (engagement rate), citation index, and the number of positive
channel and filling it with content, they use the services of the marks (“likes”). It is possible to display the dynamics of the
Telegram bot – an account that is controlled not by humans, but by given parameters for a certain period of time. The project is
software. Its functions include: training; games; Web search; non-profit and therefore the use of the service is free.
reminder; communication with other users; integration with other
c) @TGStat_Bot – a bot that provides channel statistics in
services; broadcast planning; sending commands to the network.
the form of a graph. It measures all the same indicators as the
Telegram developers have made the process of creating a previous service with the exception of efficiency. It is possible
bot extremely simple and straightforward (add Chatfuel bot to to search the text with a mention in other sources. Using the bot
personal account and follow the instructions). also does not require any payment.

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d) “Telemetr” – an online service, for the use of which it pleasant interface compared to tgstat. Using is paid and
will be necessary to log in through any social network. There amounts to 1,500 rubles per month.
are no significant differences besides visualization and a more
TABLE II. IMPLEMENTATION OF AN ADVERTISING CAMPAIGN IN A DIGITAL ENVIRONMENT (ON THE EXAMPLE OF TELEGRAM)
Implementation Implementation Features
methods
Advertising on the The channel exchange was created in partnership with Sociate, Combot and the chat statistics service in Telegram. The
exchange choice of sites on the exchange is small, so the price of advertising is quite high. Sociate will act as a guarantor that a
specific advertising record will be published, and the creator of the advertising platform will receive money. Currently,
the exchange is the only effective way if the company needs guarantees. To evaluate advertising through the exchange,
we need to use utm-tags. Practical experience shows that advertising must be shown in the feed for at least 1 day for
users to get to know it.
Buying advertising This method is suitable for those channels that have at least 1,000 subscribers. Mutua l PR assumes that on its
channels from each channel the company advertises another company, and it, in turn, advertises a partner. If the topics are similar, and
other (mutual PR) the intersection of the target audience is minimal, the growth can be very good. We can find sites in specialized
chat rooms.
Using external links This method of promotion is highly effective. We can link to a channel in social networks and industry
communities, if it is related to this industry. Many publications copy collections from each other, so publishing in
one good article will bring the company many references in others.
Reference to the Chats are an effective platform for advertising industry channels. In order to find them, we need to use special
channel in chats catalogs and collections. When placing a link to a channel in the chat, we should coordinate this issue with the
creator of the channel.
Purchase of CPA (abbreviation from Cost-Per-Action – payment for action) is a model of online advertising in which the
advertising on the advertiser pays for the action performed by the user on his website. From each purchase made by a customer who
CPA model (through came to the store through a link on the channel, its creator receives the agreed percentage. The telegram in this case
an affiliate network) plays the role of a platform for placing affiliate links and traffic growth.
Advertising in This method of promotion in the Telegram messenger is effective for a new channel with a small number of
channel catalogs subscribers. Catalogs are used for the initial promotion of the channel, because such promotion is inexpensive.

TABLE III. KEY INDICATORS OF EVALUATING THE EFFECTIVENESS OF AN ADVERTISING CAMPAIGN IN THE DIGITAL ENVIRONMENT
Indicator Applying Formula for calculating
CRR (Channel Evaluation and comparison of coverage 𝑅𝑒𝑎𝑐ℎ
∑ 1𝐷−
𝑃𝑜𝑠𝑡𝑠
Reach Rate) performance or coverage dynamics CRR = ∗ 100%,
𝑆𝑢𝑏𝑠𝑐𝑟𝑖𝑏𝑒𝑟
∑ 1𝐷 − 𝑅𝑒𝑎𝑐ℎ − coverage of the post in 1 day
Posts − number of posts;
Subscribers − number of subscribers
PRR (Post Reach Evaluation and comparison of coverage 1𝐷−𝑅𝑒𝑎𝑐ℎ
PRR = ∗ 100%,
Rate) performance or coverage dynamics 𝑆𝑢𝑏𝑠𝑐𝑟𝑖𝑏𝑒𝑟𝑠
1𝐷 − 𝑅𝑒𝑎𝑐ℎ – coverage of the post in 1 day
GCR (Gross Evaluation and comparison of the "total contact ∑𝑆
GCR = ∗ 100%,
Channel Rating) power" of the channel 𝑆𝑢𝑏𝑠𝑐𝑟𝑖𝑏𝑒𝑟𝑠
∑ 𝑆 − total counter readings of all posts for a certain period
GPR (Gross Post Evaluation and comparison of the "total contact 𝑆
GPR = ∗ 100%,
Rating) power" of the publication 𝑆𝑢𝑏𝑠𝑐𝑟𝑖𝑏𝑒𝑟𝑠
S – publication specific counter
CCI (Channel Evaluation of the popularity / influence of the 𝑀𝑒𝑛𝑡𝑖𝑜𝑛𝑠+𝑅𝑒𝑝𝑜𝑠𝑡𝑠
Citation Index) channel and its content, indirect estimation of the CCI = *100%,
𝑃𝑜𝑠𝑡𝑠
volume of advertising purchases Posts – number of publications in the channel
ADR (Average Posts performance comparison 𝑆∶𝐷𝑎𝑦𝑠
Daily Reach) ADR = ∗ 100%, где
𝑆𝑢𝑏𝑠𝑐𝑟𝑖𝑏𝑒𝑟𝑠
Days – the number of days since the publication
DAR (Daily Evaluation of the distribution dynamics of posts 𝑆1 −𝑆2
DAR = ∗ 100%,
Audience Rate) 𝑆𝑢𝑏𝑠𝑐𝑟𝑖𝑏𝑒𝑟𝑠
S1 – daily meter readings;
S2 − previous day meter readings

Regardless of the chosen method, according to the authors, IV.CONCLUSION

it is important to use universal indicators in practice to assess
the effectiveness of an advertising campaign in a digital Planning an advertising campaign in the Telegram
environment. Therefore, the authors of the article made an messenger, according to the authors opinion, should be carried
attempt to systematize the main indicators of evaluating the out in the following sequence: studying the functions of the
effectiveness of an advertising campaign in a digital messenger; study of the target audience; analysis of ads placed
environment, presenting the data in Table 3. on the platform; study of advertising sites; creation of a
Telegram channel; creating content for the channel; business
There is also the ability to track the effectiveness of promotion; analysis of the effectiveness of the advertising
channels, bots on the advertising exchanges themselves. All campaign.
popular resources have this functionality and allow getting
acquainted with the statistics before the start of publication. Using the above steps in planning an advertising campaign
in the Telegram messenger, the company will increase the

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