Max messenger opens targeted advertising in public channels via VK Reklama
In short
Russia's national messenger Max has begun offering targeted advertising in public channels, launched through the VK Reklama cabinet, according to VK and the messenger's press service. Ads can be placed in channels with at least 1,000 subscribers and come in text and visual-text formats. During testing, promotion is available in more than 1,500 channels, and other Russian advertising platforms may join the tests later, the outlets reported.
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Targeted advertising has become available in public channels in the Max messenger, with campaigns launched from the VK Reklama cabinet, according to VK and the messenger's press service. RIA Novosti reported that promotion in Max is now available to bloggers and content creators. The two technology outlets published their accounts at the same time, with the state news agency following shortly afterwards. [ 1 , 2 , 3 ]
CNews and iXBT said ads can be placed in channels with an audience of 1,000 or more subscribers. Ad units appear after the main content and can lead either to advertised Max channels and their posts or to external sites, and advertisers have two formats to choose from, text and visual-text. To start a campaign, an advertiser selects the “Channels” promotion object in the VK Reklama cabinet, adds a link to their channel and sets targeting by geography, demographics and other audience characteristics. [ 1 , 2 ]
Both outlets said the advertising technology is based on VK's Discovery platform, a single solution for recommendation systems, search and advertising that the company says helps match audiences more precisely. During the testing stage, promotion is available in more than 1,500 Max channels, and that number is expected to grow, the outlets reported. They added that other Russian advertising platforms may join the testing later. [ 1 , 2 ]
Max chief executive Farit Khusnoyarov said the launch of advertising inventory gives entrepreneurs and authors the chance to find their audience, raise the recognition of their channels and attract clients, while users receive recommendations and offers relevant to their interests; at the testing stage, advertising is available in more than 1.5 thousand channels and their number will increase, he said. CNews carried the quote in full; iXBT attributed the same details to the messenger's press service. [ 1 , 2 ]
The launch follows earlier steps to expand earnings for bloggers in Max: CNews and iXBT reported that owners of public channels had gained the ability to enable donations for content through the VK Donat chatbot. iXBT also reported that the messenger's audience exceeded 140 million users in August, a figure not given in the other documents. [ 1 , 2 ]
Why it matters
Max is a state-backed national messenger, and opening advertising inventory gives channel owners and businesses a new paid promotion route inside it. RIA Novosti framing the change as a tool for bloggers and content creators suggests official attention to creator monetisation on the platform. The design of the ad system also extends VK's advertising technology into the messenger, with other Russian ad platforms potentially joining testing later.
Key facts
- Targeted advertising is available in public channels in the Max messenger through the VK Reklama cabinet, with other Russian advertising platforms to be able to join testing later. [ 1 , 2 ]
- Ads can be placed in Max channels with an audience of 1,000 or more subscribers. [ 1 , 2 ]
- Ad units appear after the main content and can link to channels or posts in Max or to external sites. [ 1 , 2 ]
- Two formats are available to advertisers: text and visual-text. [ 1 , 2 ]
- Targeting can be set by geography, demographics and other audience characteristics, using VK's Discovery platform. [ 1 , 2 ]
- At the testing stage, promotion is available in more than 1,500 Max channels, a number the company says will grow. [ 1 , 2 ]
- Max earlier let owners of public channels accept donations through the VK Donat chatbot. [ 1 , 2 ]
- iXBT reported that the messenger's audience exceeded 140 million users in August. [ 2 ]
Confirmed by several sources
- Targeted advertising is available in public channels in the Max messenger through the VK Reklama cabinet. [ 1 , 2 , 3 ]
- Advertisers can place ads in Max channels with 1,000 or more subscribers. [ 1 , 2 ]
- Text and visual-text ad formats are available, and ads appear after the main content. [ 1 , 2 ]
- VK's Discovery platform is used to select audiences for the ads. [ 1 , 2 ]
- During testing, promotion is available in more than 1,500 Max channels, and the number is expected to increase. [ 1 , 2 ]
- Other Russian advertising platforms may join the testing at a later point. [ 1 , 2 ]
Still unclear
- Which other Russian advertising platforms may join the testing and when they would do so. Both tech outlets say only that other Russian platforms may join testing later, without naming them or giving dates.
- How long the testing stage will last and on what terms it will end. The documents describe the launch as taking place at a testing stage but give no timeframe or criteria for ending it; the official agency item is available only as a headline.
- The messenger's reported audience of more than 140 million users in August. This figure appears only in iXBT and is not confirmed by the other documents.