Analytics ·
Media creatives in Telegram Ads: CTR and CPM impact
An image does not lower CPM by itself — it changes unit economics via CTR and CR.
What Media Ads means here
Ads with image or video plus copy. The platform still bills CPM; media affects CTR and conversion, not an auction “discount”.
How media hits economics
- Higher CTR → lower effective CPC at the same CPM.
- Strong visuals can lift subscribe/bot CR.
- Weak or clickbait visuals → moderation rejects and empty CTR.
Test practice
- Lock CPM and GEO; change only the creative.
- Compare CTR and CPF/CPL on similar impression volume.
- Don’t scale a winner without spare moderated versions.
Media moderation checklist
- No shock content, medical before/after, income guarantees on the banner.
- On-image text must not smuggle banned claims.
- Landing must match the ad visually and in promise.
Full checklist — pass moderation first time.
FAQ: frequently asked questions
Are Media Ads cheaper than text?
Not necessarily. CPM is set by the auction; media usually lifts CTR and can lower CPF at the same bid.
Must I raise CPM because of an image?
Only if you cannot win impressions. First compare CTR/CPF at the same bid.
Photo or video?
Niche-dependent: real estate/premium often wins on video; e-com on clean product shots.
Does media make moderation harder?
Yes — more rejection reasons (banner text, shock content, misleading numbers).
How many creatives for a test?
At least 3–5 variants plus spare text ads.
Need production and media-pair testing for your niche?
Need production and media-pair testing for your niche?
Contact ARKA Media