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Наталя ХандусенкоHot News
26 May 2026, 14:00
2026-05-26
Telegram Ads research in Ukraine: the biggest competition in the financial sector
Telegram in Ukraine is no longer an experimental channel for “test runs”. For large businesses, the platform has already turned into a full-fledged competitive advertising tool - with its leaders, systematic campaign planning, benchmarks and the fight for audience attention. These are the conclusions reached by researchers from the Netpeak agency, who analyzed the advertising strategies of the 50 most active Telegram Ads players in Ukraine.
Telegram in Ukraine is no longer an experimental channel for “test runs”. For large businesses, the platform has already turned into a full-fledged competitive advertising tool - with its leaders, systematic campaign planning, benchmarks and the fight for audience attention. These are the conclusions reached by researchers from the Netpeak agency, who analyzed the advertising strategies of the 50 most active Telegram Ads players in Ukraine.
Netpeak Agency presented a study of the Telegram Ads market in Ukraine. Its goal is to understand how large businesses have adapted the messenger to their own goals and which market segments remain undervalued in 2026.
What the study showed
Telegram has become a mature marketing area for big business. Over 60% of the analyzed brands use the messenger not only to attract subscribers, but also to build full-fledged lead acquisition funnels. Focus on direct transitions to chatbots and e-commerce platforms.
The greatest competition exists in the financial sector. Telegram Ads are most actively used by Banking and Retail companies. The leader in the segment in terms of audience acquisition cost remains the "Investments" category.
The Telegram Ads market does not require expensive production. An analysis of over 1,000 ads showed that static images dominate the platform — they make up over 85% of all creatives. On average, brands release 8–10 such creatives per month, and about 60% of active players launch ads daily. Therefore, the decisive role is played not by a complex and expensive video format, but by the accuracy of the offer, the speed of testing, and the regular presence of the brand in the infofield.
The study also managed to derive advertising market benchmarks and form efficiency guidelines. In particular, the analysis showed that the average CTR (click-through rate) for most business niches in Ukraine ranges from 0.24% to 0.58%. The absolute leader in click-through rate, as expected, was the media category with an indicator of 2.29%.
"Telegram remains one of the key communication channels in Ukraine, but for big business it has long been an unpredictable environment without clear rules for assessing effectiveness. Now the market is finally moving to a systemic approach: clear market guidelines, funnel models, and full-fledged media planning are emerging," comments Maksym Tsap, Head of Telegram Department, Netpeak.
At the same time, the study showed that every fifth brand from the Top 50 in Ukraine still does not use official advertising on Telegram. This means that part of the market still underestimates the platform - despite the growing competition and the active transition of major players to Telegram Ads.
Amid constant calls to ban Telegram, Ukrainians, on the contrary, have increased the volume of payments on Durov's social network fourfold. What else is interesting in the Telemetrio study?
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