FORMATS · CREATIVE
Telegram advertising runs in a handful of distinct creative formats, each with its own specs, link rules and performance profile. Here is every format in 2026 — the official sponsored message, the new video unit, and the mini-app network formats — so you pick the right creative for the goal.
The official unit: up to 160 characters of text plus one CTA button, optionally an image or video, labelled "Sponsored", shown at the bottom of the feed in public channels with 1,000+ subscribers.
The new 2026 format — MP4 up to 10 MB, up to 15 seconds. CTR runs 2–3× higher than plain text; the media format raises CPM (Telegram’s own markup).
Third-party mini-app networks add push-style, interstitial, embedded banner, playable, interstitial video and bot-ad units — outside the official cabinet, with a more lenient policy.
In mini apps, rewarded ads deliver a 20–40% CTR versus 0.5–2% for ordinary display — the user opts in for an in-app reward.
Sponsored messages allow only internal Telegram links (t.me / @username) — to drive to an external site you need the dedicated site format available in the Euro cabinet. The media format (image or video) lifts CTR but also raises CPM.
Premium users don’t see official sponsored messages by default, so a chunk of the most engaged audience is only reachable via channel seeding or mini-app networks. Mini-app formats sit outside official Telegram advertising, which is why grey verticals concentrate there.
Format choice follows the goal: sponsored messages and video for reach and clicks inside channels; rewarded and playable inside mini apps for installs and high-intent actions. CPM differs sharply by format — see the benchmarks before you commit a budget.
Mini-app CPMs vary by format (RichAds guides): push-style from $1.5, embedded banner from $0.4, playable and video from $3. Check current ranges before budgeting.
Format CPM benchmarks →See live creatives by format in the archive
Browse real sponsored messages and video ads to model what works in your niche.
G.Media Agency builds creatives for every format and cabinet and runs the campaign end-to-end — a 30-day pilot with a transparent dashboard. We launched Catizen, Blum and MemeFi.
The official sponsored message (text + button, optional image/video), the 2026 video format (MP4 ≤10 MB, ≤15s), and — through third-party mini-app networks — push-style, interstitial, embedded banner, playable and rewarded units.
Sponsored messages allow only internal Telegram links (t.me / @username). To drive to an external site you use the dedicated site format available in the Euro cabinet.
Video CTR runs 2–3× higher than text, but the media format raises CPM (Telegram’s markup). It pays off where the creative needs motion to convert.
In mini apps, rewarded ads hit 20–40% CTR versus 0.5–2% for ordinary display because the user opts in for an in-app reward — high intent, but only inside mini-app inventory.
Cited facts
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