Video advertising in Telegram Ads comes in two forms: a video clip attached to a regular sponsored message in a channel, and a text banner that appears inside the video player while people watch clips. They are different formats with different requirements, targeting and pricing. Below is what is known about each as of October 2026 and how to prepare for them.
What video formats Telegram Ads offers
The confusion comes from the names: “ads in video” on Telegram are not pre-roll clips as on YouTube, but a text ad over the bottom of the player. A video clip itself can only be shown as media in a regular sponsored message.
| Parameter | Video in a sponsored message | In-video banner |
|---|---|---|
| Where it’s shown | below posts in public channels | at the bottom of the video player in channels |
| What the user sees | text up to 160 characters, a clip, a button | text up to 160 characters, no button or media |
| Targeting | channels, topics, users | Target Users only |
| Price | base CPM plus a video markup | from €1 CPM, according to DTF (July 2025) |
| Destination | channel, bot, post or website | website, channel, bot, profile or invite link |
Video in a sponsored message: clip requirements
The option to attach images and video to ads appeared in September 2024, according to eLama and ppc.world. At first the format had limited availability and, according to ppc.world, required a budget of €20,000 or more; since July 2025 it has been open to all advertisers with no entry threshold. File requirements:
- Format: MP4.
- Aspect ratio: 16:9, at least 640 pixels wide.
- Duration: 3 to 60 seconds.
- File size: up to 20 MB.
- Quantity: one media file per ad, either a video or an image.
AdsGram’s guide from August 2026 gives the same limits for MP4 (up to 20 MB, 3–60 seconds). The full list of text, link and image limits is in our article on Telegram Ads ad specs.
What video costs: CPM markups
Video isn’t sold separately: it raises the ad’s minimum bid. According to eLama figures cited by ppc.world in July 2025, the markups are:
| Media | Channel targeting | Other targeting |
|---|---|---|
| Image | +80% to CPM | +50% to CPM |
| Video | +100% to CPM | +70% to CPM |
In other words, with targeting on specific channels, video doubles the minimum bid. That only pays off through a higher CTR and cheaper clicks or subscribers, so compare a video ad with a text-only one on the same audience. How the auction works is explained in our article on the Telegram Ads auction and bids.
In-video banner: how the format works
The Banner in Video format appeared in July 2025. According to DTF and ppc.world, the ad is shown like this:
- A user opens a video in a Telegram channel.
- Five seconds after playback starts, a text ad appears at the bottom of the player without covering the video itself.
- For the first 9 seconds the ad can’t be closed; after that it can be hidden.
- If the user doesn’t close it, it disappears after 30 seconds.
- The next ad appears no sooner than 120 seconds after the previous one was closed.
Text is limited to 160 characters; you can’t add a button, image or video. According to DTF, the base CPM starts at €1, or €0.5 in the Politics & Incidents category; custom emoji add 20% to the bid and a landing-page icon adds 30%. You can’t choose or exclude specific videos or channels for placement: setup happens in the Target Users tab, aimed at subscribers of selected channels or saved audiences. Targeting options are covered in our article on Telegram Ads targeting.
Early results of the in-video banner
In July 2025, ppc.world gathered feedback from specialists who were among the first to test the format. The picture is mixed:
- High CTR: specialists reported CTR 3–5 times higher or more than classic channel ads; on one project it rose from 0.3% to 2.8%.
- Fewer impressions: one specialist saw 3–4 times fewer impressions, since Telegram users read more than they watch videos.
- Weak conversion: several experts, including one from Magnetto.pro, noted fewer users reaching the landing page, higher bounce rates and low subscription conversion.
- Accidental clicks: some taps may be attempts to close the ad.
These are early tests on individual projects, not market averages. Judge the format by cost per target action rather than CTR; see Telegram Ads metrics.
How to make a video creative that works
For video in a sponsored message, the clip needs to make sense without sound and from the first seconds. In our article on Telegram Ads creatives we recommend this approach:
- Short clip: aim for up to 12 seconds, even though the limit is 60.
- Point first: AdsGram recommends fitting the key message into the first three seconds.
- Subtitles: many people scroll with the sound off.
- Light file: ppc.world, citing eLama, advises keeping videos light so they load quickly.
- Strict 16:9: otherwise the picture may be cropped.
The in-video banner needs its own, shorter text. Specialists quoted by ppc.world advise against arrow emoji pointing at a button, since this format has no button. Compare variants in an A/B test; how to set one up is explained in our article on A/B testing Telegram Ads creatives.
When to choose video formats
Video in a sponsored message makes sense when a product is easier to show than to describe: an app, a game, a course with a demo, a physical product. If your text ads already pay off, video is a logical next test. Experts quoted by ppc.world suggest not starting with the in-video banner, but adding it once you have proven texts and audiences and want to scale.
Video formats are available in euro accounts through agencies and resellers. If you don’t have your own account, compare terms in our Telegram Ads resellers section.
FAQ
Can you run video ads in Telegram Ads?
Yes. You can attach an MP4 video in 16:9, 3–60 seconds long and up to 20 MB, to a channel ad. There is also the Banner in Video format, a text ad inside the video player.
Does Telegram have video pre-rolls like YouTube?
According to public sources as of October 2026, no. Ads inside Telegram’s video player are a text banner at the bottom of the screen, not a clip played before the video.
How much does video raise the cost of impressions?
According to eLama as of July 2025, video adds 100% to the minimum CPM with channel targeting and 70% with other targeting. For images the markup is 80% and 50% respectively.
Can I choose which videos show my banner?
No. The in-video banner is set up through user targeting, aimed at subscribers of selected channels or saved audiences. You can’t choose or exclude specific videos.
Do Telegram Premium users see video ads?
No. Telegram Premium subscribers don’t see Telegram Ads, including banners in the video player.
Do I need a big budget for video in sponsored messages?
Since July 2025, according to ppc.world, media formats have been available to all advertisers with no entry threshold. The minimum budget depends on the account type and the terms of a specific reseller.
