SberCeller is set to unveil a fresh approach to brand placement on Telegram, merging brand storytelling with performance-oriented communication. This strategy was highlighted by Christina Layus, SberCeller’s Director of Partnerships and Communication Development, during a keynote at the AdIndex City marketing communications conference. The idea centers on orchestrating branding and direct response in a single, cohesive channel, aiming to keep audiences engaged without sacrificing response metrics. The conference served as a focal point for industry leaders to explore innovative ways to balance reach with measurable impact. Attribution: AdIndex City conference.
The team explained that the new model addresses a common pitfall in digital campaigns: audience fatigue. By blending high-frequency brand messages with tactical, action-oriented elements, the approach seeks to minimize audience drop-off even as message volume increases. In practical terms, this means Telegram campaigns can deliver timely, relevant content alongside clear calls to action, encouraging immediate interaction while maintaining brand visibility. Attribution: AdIndex City conference.
Central to the concept is a term they term Brandformance-gram, a framework designed to harmonize wide-scale engagement with precise targeting. According to SberCeller representatives, this model enables more fluid interaction with users, leveraging frequent touchpoints and strategic placements to move audiences toward defined objectives. The emphasis is on creating a seamless experience where informative content and persuasive CTA signals coexist, resulting in a more efficient path from awareness to action. Attribution: AdIndex City conference.
During the session, several industry players also shared insights into how similar approaches are being applied across different services. MegaMarket outlined how retail channels can benefit from timely, conversational branding that aligns with consumer purchase journeys. Gazprombank discussed integrating brand-focused messages with practical financial tools to support user decision-making. Vkusno i Tochka and Premier online cinema contributed perspectives on content formats, creative flexibilities, and the importance of aligning messaging with user intent in Telegram environments. These contributions underscored a broader shift toward branded interactions that are not only seen but also experienced and acted upon in real time. Attribution: AdIndex City conference.