Review
In April 2025, World Wide Media agency, one of the leaders of the advertising market in Uzbekistan, launched an advertising campaign in Telegram in partnership with the AdHand platform. The project was implemented for a client from the financial sector and was focused on attracting quality traffic to the website, as well as testing the capabilities of Telegram as an effective and affordable advertising channel.
Why Telegram
Telegram was seen as a promising alternative to such platforms as Meta and Google - especially against the background of its high popularity in Uzbekistan. The choice was dictated by three main factors: the ability to reach the most relevant audience, flexible targeting settings, and the noticeably lower cost of advertising.
Campaign implementation
The campaign ran for a month and targeted a wide audience across Uzbekistan. The promotion used a diverse set of Telegram advertising formats - from quick-to-launch text ads to premium photo and video creatives. It was the visual formats that provided the best results in terms of engagement and clickability. This is especially critical in the financial segment, where audiences make decisions based on trust, visual presentation and transparency of information.
Premium formats were twice as effective as text ads: cost per click (CPC) was half as high and click-through rate (CTR ) was twice as high. This data proved conclusively that investment in visual content is justified in terms of both traffic and cost of engagement.
A key advantage of Telegram Ads was the ability to set up precise and flexible targeting. The campaign combined a broad national coverage with geo-targeting at the level of individual cities, which made it possible to increase brand visibility in economically active locations. This approach proved particularly effective for a financial service targeting a solvent audience in large cities and regional centers.
During the campaign, the agency's experts tested different types of targeting. This allowed the team to quickly test different hypotheses and adapt the approach.
- Targeting by users - ads were shown to users who showed interest in topics like finance, investments or business, and followed them across various Telegram channels. This ensured sustained visibility among interested audiences.
- Targeting by channel - ads were placed within specific thematic Telegram channels where financial and business topics are already being discussed. This approach ensured that the context was as relevant as possible and that the consumer's attention was captured at the right moment.
Results
The campaign showed impressive performance. CPM started at just €0.01, and the average CTR was 0.54%. Overall, the cost per thousand impressions and cost per click was more than twice lower than on similar campaigns in Meta and Google.
Premium formats were the main driver of performance - they consistently outperformed text ads across all key metrics. The unique combination of broad reach and targeted delivery by interest and geography enabled us to achieve high business results at minimal cost.
AdHand's role
The AdHand platform provided all the conditions for a quick and efficient launch: low entry threshold, priority moderation of premium formats and support at all stages. The World Wide Media team was able to flexibly manage campaigns, quickly test creatives and targeting, and make decisions based on AdHand's analytics and recommendations.
Conclusion
This case confirmed that Telegram is an underestimated but powerful tool for promotion in Uzbekistan. In conjunction with a technological and reliable partner such as AdHand, the platform opens up access to effective, flexible and fast advertising. For agencies looking for results, it is the optimal solution for scaling campaigns with minimal costs and maximum impact.