Digital Church founder Mark Khludnev also notes that the cost
Posted: Wed Jan 22, 2025 10:34 am
How labeling has affected the price and demand for advertising
Advertising agencies surveyed by RBC differ in their assessment of the impact of the need to label online advertising on its actual cost. Thus, Igronik calls labeling one of the factors that influenced the growth of advertising costs in Telegram.
of advertising with bloggers algeria whatsapp resource h as increased by 2-5% due to labeling: he explains this not only by the need to pay for ORD services, but also to provide monthly statistics on publications. "Accordingly, if a client wants advertising to be placed for more than one month, then its cost increases," Khludnev clarifies. In addition, many were forced to expand their staff and hire specialists for tasks related to labeling, adds the founder of Digital Church: "This is one of the reasons why the cost of advertising with bloggers has increased across the entire market."
The problem that sometimes arises with private bloggers increasing the cost of advertising in Telegram due to labeling is also acknowledged by OMD OM Group, but they add that this does not always happen.
After the introduction of fines, a number of large Telegram channels, including Antiglyanets, published posts criticizing the advertising labeling system. For example, they drew attention to the fact that ORD fees can be equal to "an agency's income from a large channel." Antiglyanets calls the need to submit statistics on each advertising post monthly a "paid obligation." The channel's authors also draw attention to the fact that "not everyone has regular advertising placements," and with the current system of paying for ORD services, some bloggers may even end up in the red.
However, for example, Starlink denies the connection between the growth in the cost of advertising in Telegram and labeling: "Rather, it is connected with the growth in the popularity of placements on this platform." A similar opinion is expressed by the Director of Work with Digital Clients at Havas Media (ADV Group): "In our opinion, labeling has not affected the cost of advertising, which depends primarily on the number of subscribers and the relevance of the content of a particular platform."
NMi Group, in turn, admits that a number of contractors and bloggers have begun to "re-invoice the client for labeling received from the ORD, but they note that the multiple increase in costs is not due to labeling": "We still believe that inflation in the influencer marketing market is driven primarily by demand from advertisers."
Neither labeling nor other pricing factors have led to a decrease in advertisers' demand for online promotion, experts interviewed by RBC agree. Digital Church states that bloggers are one of the most effective ways to distribute advertising, so "demand is only growing, and labeling does not affect this in any way." A representative of Igronik expressed a similar opinion about the absence of a drop in demand due to labeling.
Starlink also claims that advertisers have not given up publishing on the Internet due to the update of the Advertising Law and the introduction of fines. According to the agency's representative, brands have only begun to monitor compliance with the new regulations more closely. "The labeling has not changed our clients' attitudes towards posting on bloggers, including Telegram," OMD OM Group agrees.
Advertising agencies surveyed by RBC differ in their assessment of the impact of the need to label online advertising on its actual cost. Thus, Igronik calls labeling one of the factors that influenced the growth of advertising costs in Telegram.
of advertising with bloggers algeria whatsapp resource h as increased by 2-5% due to labeling: he explains this not only by the need to pay for ORD services, but also to provide monthly statistics on publications. "Accordingly, if a client wants advertising to be placed for more than one month, then its cost increases," Khludnev clarifies. In addition, many were forced to expand their staff and hire specialists for tasks related to labeling, adds the founder of Digital Church: "This is one of the reasons why the cost of advertising with bloggers has increased across the entire market."
The problem that sometimes arises with private bloggers increasing the cost of advertising in Telegram due to labeling is also acknowledged by OMD OM Group, but they add that this does not always happen.
After the introduction of fines, a number of large Telegram channels, including Antiglyanets, published posts criticizing the advertising labeling system. For example, they drew attention to the fact that ORD fees can be equal to "an agency's income from a large channel." Antiglyanets calls the need to submit statistics on each advertising post monthly a "paid obligation." The channel's authors also draw attention to the fact that "not everyone has regular advertising placements," and with the current system of paying for ORD services, some bloggers may even end up in the red.
However, for example, Starlink denies the connection between the growth in the cost of advertising in Telegram and labeling: "Rather, it is connected with the growth in the popularity of placements on this platform." A similar opinion is expressed by the Director of Work with Digital Clients at Havas Media (ADV Group): "In our opinion, labeling has not affected the cost of advertising, which depends primarily on the number of subscribers and the relevance of the content of a particular platform."
NMi Group, in turn, admits that a number of contractors and bloggers have begun to "re-invoice the client for labeling received from the ORD, but they note that the multiple increase in costs is not due to labeling": "We still believe that inflation in the influencer marketing market is driven primarily by demand from advertisers."
Neither labeling nor other pricing factors have led to a decrease in advertisers' demand for online promotion, experts interviewed by RBC agree. Digital Church states that bloggers are one of the most effective ways to distribute advertising, so "demand is only growing, and labeling does not affect this in any way." A representative of Igronik expressed a similar opinion about the absence of a drop in demand due to labeling.
Starlink also claims that advertisers have not given up publishing on the Internet due to the update of the Advertising Law and the introduction of fines. According to the agency's representative, brands have only begun to monitor compliance with the new regulations more closely. "The labeling has not changed our clients' attitudes towards posting on bloggers, including Telegram," OMD OM Group agrees.