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Currently, social media are attracting more and more active users, therefore it is not surprising that almost every company has corporate accounts on VK, Facebook, Instagram, LinkedIn or Twitter. But due to the huge number of paid ads, posts, advertising campaigns and questionnaires aimed at increasing brand awareness and driving traffic, competition in social media are quite fierce. This forces market newcomers to look for alternative channels to reach their target audience. Many of them find such opportunities in instant messengers that are developing even faster than social media in the past. One of these messengers is Telegram, which has already managed to break out in the lead among other messaging applications. The audience of this digital platform is growing every year, so Telegram is a promising advertising platform for any business. The purpose of this article is to develop a methodological approach to planning advertising campaigns in the Telegram messenger. In the study of this problem, a systematic approach and comparative analysis were used. In the article, the authors attempted to develop a methodological approach to planning, implementing and evaluating advertising campaigns in a digital environment (using the Telegram messenger as an example). The authors revealed the features of advertising in the digital environment, systematized advertising platforms of this platform depending on payment, reflected the cost of advertising services on a digital platform, specified the types of implementation of an advertising campaign, and presented methods for evaluating its effectiveness on the Telegram platform.

Planning, Implementing and Evaluating the Effectiveness of an Advertising Campaign in Digital Environment (Through the Example of Telegram)