Max Messenger Opens VK Ad Panel for Targeted Channel Campaigns

The Russian messaging platform Max has introduced support for targeted advertising within its channels, utilizing the VK advertising control panel. The service's press office confirmed that other Russian advertising platforms will join this functional test in subsequent phases.

Eligibility and Ad Formats

Promotional campaigns are accessible on Max channels that maintain a subscriber base of one thousand or more. These advertisements appear following primary content and can direct users either to the promoted channel and its posts or to external websites. Advertisers currently have access to two specific formats: text-only ads and text-and-image combinations.

Campaign Launch Procedure

To initiate an advertising campaign, operators must follow a defined sequence of actions. First, they need to log into the VK advertising control panel. Next, they select "Channels" as the promotion objective and input the relevant channel link. The process continues by configuring targeting parameters based on geographic location, demographic characteristics, and other audience attributes. Finally, the advertisement is added directly within the Max interface.

Current Reach Metrics

Varit Khosnyarov, the General Director of the Max platform, stated that advertisers participating in the testing phase can promote across more than 1,500 channels within the messenger application. He noted that this number is expected to increase over time.