Publication date: 25 February 2026
In 2026, there is no single best advertising format on Telegram, as effectiveness depends directly on your marketing goals. However, based on current data and trends, three groups of formats stand out as delivering the strongest results depending on the objective: native integrations (for trust and brand image), display advertising (for reach and quick conversions), and the emerging format of in-bot advertising (for cost efficiency and new audiences).
By 2026, Telegram has completely outgrown its messenger roots and evolved into a full-fledged advertising ecosystem for casinos and betting. The reasons are straightforward: a more lenient attitude toward gambling content, high user engagement, built-in traffic, the dedicated Telegram Ads platform, as well as strong support from external ad networks that drive traffic directly into Mini Apps and bots.
Head over to 3S.INFO for a full breakdown: which Telegram formats are actually working in 2026, the difference between Telegram Ads and direct integrations, and how to pick the right format for your objective.
By 2026, Telegram has established itself as a key media platform in Russia, reaching an estimated 74% to 91% of the monthly audience depending on the source. The advertising market here has fully matured and split into two main directions: native advertising in channels (influencer marketing) and direct placements through official tools like Telegram Ads and affiliate networks.
The official Telegram advertising platform operates on an auction model and displays ads in channel feeds, chats, and within Mini Apps. The basic format is a banner message: a short headline, up to ~150 characters of text, an icon, and a CTA button leading to a channel, bot, or website.
Pros for iGaming:
In 2026, advanced formats are available via Telegram Ads and specialized Telegram ad networks (RichAds, HilltopAds, etc.):
Video formats work especially well for major promos (jackpots, tournaments, live betting) when the clip is short and made in the style of native Telegram content, rather than TV advertising.
The Telegram market classics:
Such integrations still deliver some of the best CR to subscriptions and funnel entry, especially when the post is written for the channel’s audience and doesn’t read like a dry press release.
In 2026, the Telegram Mini Apps format and “casino/betting via bots” is actively growing. Some operators and aggregators are building full‑fledged gaming or auxiliary products directly within Telegram.
Formats:
This is especially effective for retention and upsells, once traffic has already been driven into the bot or ecosystem.
In 2025–2026, new funnels emerged where Telegram traffic is driven through:
Basically, this is Telegram marketing “through the back door”: you buy traffic from classic ad networks, but the destination is the Telegram ecosystem.
In 2026, the official Telegram Ads platform got a major upgrade: improved interfaces, banner and video support, more flexible targeting, and agency integrations.
| To put it simply: | |
| Telegram Ads is about scale, predictability and bid-based testing. | Native integrations/mailings are about quality, warm-up, and precision targeting of a warm audience. |
| When Ads work best: | When direct placements and native ads work best: |
| You need to quickly scale subscribers or traffic;
You’re testing new GEOs or creatives; The goal is to push an offer at maximum volume without lengthy manual negotiations with channel admins. |
Niche audiences (betting communities, VIP traffic, high deposit players);
You need warm‑up and trust (authorial content, personal recommendations); You want stable CR to FTD at moderate volumes. |
| In real-world iGaming practice in 2026, a hybrid approach works best: Ads + native + Mini Apps/bots, to avoid relying on a single format. | |
We’ve compiled the key formats and their effectiveness into a clear table.
| Format / Placement Channel | When It Works Best (Objective) | Key Features and Effectiveness in 2026 | Best Suited For |
| Native integrations with bloggers | Building brand trust, image campaigns, launching new products, engaging with a loyal audience. | The fastest-growing segment. In 2026, 44% of all influencer marketing budgets are expected to go here. The highest effectiveness comes from post series, long-term ambassador deals (15% of strategies), and special projects. | Brands looking to build long-term customer relationships and operating in niches where expert opinion matters (education, finance, health, lifestyle). |
| Micro- and nano- channels (up to 20k subscribers) | Precise targeting, high conversion to sales, reaching B2B segments and narrow niches. | Rated as the most effective by 46% of advertisers and 50% of agencies. They offer higher engagement and loyalty, often at a lower cost per contact than giant channels. Large channels are preferred by only 10% of advertisers. | Small and medium businesses, startups, experts, companies with a well-defined customer profile. Particularly effective for B2B, IT, legal services. |
| Telegram Ads (banners and video) | Quick reach, performance campaigns, direct sales, lead generation. | The biggest change in 2026: the format is now accessible to any business (entry threshold lowered from €20,000 to €500). The Telegram Ads market could nearly double, reaching 35 billion RUB. Video works best for product demos, statics for clear offers. | Companies with a clear and simple offer, online stores, online schools — anyone needing fast, measurable results (clicks, leads). |
| Telegram bots | Additional traffic channel, working with a warm audience, non-standard formats. | A new and most budget-friendly format. Cost per contact is 2–3 times lower than in channels (from 0.35 RUB per view). The market could grow to 1 billion RUB in 2026. | E-commerce, online cinemas, fintech services, small businesses with limited budgets. |
| Advertising via Yandex Direct | Fast start with a small budget, hypothesis testing, brand awareness through mass reach. | By early 2026, this tool delivered 26 billion impressions. It allows you to launch posts in channels with a budget as low as 300 RUB per week and choose channels from a large catalog. | Small businesses just starting their Telegram promotion, as well as large brands looking to scale their reach. |
Selection criteria:
| Goal | |
| Quick reach and clicks (top of funnel) | Telegram Ads with push-style and standard banner messages, interstitial banners via ad networks, mass seeding in mid-sized channels. |
| Channel/bot subscriptions and warm‑up
|
Native integrations in niche channels, reviews, “top casinos/bookmakers” roundups, bot mailings to your own database, embedded banners in Mini Apps. |
| FTDs, tournaments, high‑value players | Combination: native + Telegram Ads targeting warm audiences (retargeting/lookalike segments), personalized bot mailings, interstitial videos for special promos and jackpots. |
| Retention and LTV | Mini Apps, gamified bots, regular mailings with bonuses, missions, leaderboards, and soft advertising within your own Telegram product. |
The main principle of 2026: the ad format must feel native to Telegram and logically continue the user journey from the click on the ad to the first bet or spin.
Choosing the right format is only half the battle. To make advertising truly effective, it’s important to consider the overall market context:
If you want to build a trusted dialogue with your audience and have time for warm-up, choose native integrations in micro‑channels.
If you need leads or sales here and now, and your product is easy to understand without lengthy explanations, launch Telegram Ads.
If your budget is limited but you want to test different hypotheses and channels, Yandex Direct is the ideal starting point.
And if you want to stay one step ahead and get cheap traffic, take a closer look at advertising in bots.
Remember, the best strategy in 2026 is a combination of formats. For example, you can use Telegram Ads targeting to build a warm audience, and then convert them with native ads in niche channels.
As of 2026, Telegram has firmly established itself as one of the key platforms for iGaming marketing: more lenient moderation, high engagement, flexible ad formats, and the ability to build your own mini‑products within the messenger.
Trends to keep in mind:
In other words, Telegram remains the “home” for gambling advertising, but it’s gradually maturing. Those who shout “get rich quick” the loudest will no longer win. Instead, success will come to those who know how to combine creatives, the right formats and a solid funnel.
Telegram Ads is the official advertising platform of the messenger, displaying ads in channels, chats, and Mini Apps through an auction model with budget, GEO, and format settings. Advertising in channels refers to direct native integrations with channel admins: no unified platform or auction, but with a more live format and a personal touch.
According to Telegram ad networks, the top CTR performers are native push‑style formats (short text + icon), interstitial banners and ads embedded in Mini Apps. Ads that visually resemble regular channel posts rather than “out of place” banners are also effective.
CTR is calculated as clicks/impressions × 100%, with impression and click data provided by Telegram Ads or a third‑party network. In iGaming, campaign effectiveness is measured not only by CTR but also by CR to subscription, registration, and FTD, as well as cost per FTD and player LTV. This is tracked through systems like Keitaro, Voluum, etc., using UTM tags and postbacks to affiliate networks or CRMs.
Yes, if you have the resources to create short, dynamic videos in Telegram style (up to 10–20 seconds) and your goal is to promote special offers, tournaments, or branding. Video works well in interstitial format and Mini Apps, but requires a higher CPM as well as quality production. So, it makes sense to combine it with cheaper banners and push‑style ads.
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