Telegram has crossed 950 million monthly active users, and Mini-Apps — web applications inside the messenger — have evolved into a standalone advertising ecosystem. Not a supplement to channels, not an alternative to bots, but a distinct inventory with its own formats, auction mechanics, and audience behavior patterns. For ad networks, this is a new traffic source that works differently from push or pop. For Mini-App developers, it's a monetization channel that doesn't require subscriptions or in-app purchases. I've been watching this format since AdsCompass launched TMA advertising, and I can say honestly: the potential is real, but so are the limitations — and the market talks about the latter far less often. This guide is for both sides: advertisers looking to test a new channel, and publishers searching for a way to earn from TMA audiences.
Key Takeaways
- TMA ads run inside Telegram via the Mini-App API, no app installs required
- Rewarded Video and Rewarded Post are AdsCompass's two key TMA formats
- Rewarded format CTR reaches 20–40%, but post-click CR requires separate evaluation
- TMA audiences are specific: gamers, crypto, tap-to-earn — not every vertical fits
- The format is young — benchmarks shift quarterly, testing is mandatory
What Are Telegram Mini-App Ads and How Do They Work?
Telegram Mini-Apps are HTML5 web applications running directly inside the messenger via the Bot API. A user opens a Mini-App from a chat or bot, interacts with it, and sees advertising — all without leaving Telegram. Technically, a TMA is a progressive web app (PWA) that works identically on iOS, Android, and desktop. This fundamentally distinguishes TMA advertising from Telegram Ads Official — sponsored messages in public channels with 1,000+ subscribers, sold through Telegram's own auction for TON cryptocurrency. TMA ads operate through third-party ad networks — such as AdsCompass — and use standard CPC and CPM models. The advertiser doesn't pay in cryptocurrency and doesn't depend on Telegram's channel auction rules. On AdsCompass, two key TMA formats are available: Rewarded Video and Rewarded Post. Both integrate into a Mini-App through an ad code and require no changes to the application's interface
Rewarded Video
A short video (15–30 seconds) embedded in a Telegram Mini-App. The user watches voluntarily — in exchange for a reward: in-game currency, a bonus, access to a feature. Voluntary viewing is the key difference from interstitials: the user initiates the interaction, which drives completion rates above 90% on quality TMAs. For the advertiser, this means high creative visibility. For the publisher, it's a format that doesn't irritate the audience and preserves retention.
Rewarded Post
A Telegram post enhanced with interactive elements inside the Mini-App. The user performs an action — clicks, views content, interacts with an element — and receives a reward. The format is closer to native in perception: the ad feels like part of the app's content. Rewarded Post works better for tasks where clicks and transitions matter more than video views. CPC on this format tends to be lower than Rewarded Video, with comparable CTR.
How Do TMA Ads Differ from Push, Pop, and Native?
TMA advertising isn't a replacement for classic formats — it's a separate channel with different mechanics. The main distinction is the interaction context. A user inside a Mini-App is already engaged: they're playing, completing tasks, using a utility. The ad interaction fits into that process rather than interrupting it. This produces CTR that is multiples higher than classic push or banners. According to IAB, rewarded formats consistently demonstrate some of the highest engagement rates among all digital ad types. However, high CTR doesn't always translate into high CR: the user is motivated by the reward, not by interest in the product. This needs to be factored into campaign planning. On AdsCompass, all listed formats — TMA, push, pop, native, banners, video pre-roll — are available within a single platform, allowing you to test and compare channels from one dashboard.
Who Is TMA Advertising Right For?
TMA ads don't work for every vertical or every objective. The format is young, the audience is concentrated, and understanding where it delivers results — and where it doesn't — saves budget. According to Statista, Telegram ranks among the top five messengers globally by DAU, but the Mini-App audience profile is significantly narrower than the messenger's overall user base: predominantly mobile users engaged in gaming, crypto, and tap-to-earn mechanics. For an advertiser working with iGaming or utilities, TMA can deliver CTR that's impossible in either push or pop. For an advertiser with an e-commerce offer — probably not, at least until the audience profile broadens.
For Advertisers and Media Buyers
TMA makes sense to test if your vertical overlaps with the Mini-App audience: gaming, crypto, sweepstakes, utilities, finance. The starting test budget is minimal: TMA CPC begins at $0.03, making the format accessible for initial iterations. On the AdsCompass advertiser platform, TMA campaigns launch the same way as push or pop — through the self-serve dashboard with GEO and device targeting. Recommendation: launch TMA in parallel with a classic format (pop or push) across the same GEOs and compare CR, not CTR. High CTR on a rewarded format does not equal high conversion.
For Publishers and TMA Developers
If you have a Telegram Mini-App with an active audience, the AdsCompass ad code integrates without interface modifications. Rewarded Video and Rewarded Post monetize users without disrupting UX: the reward-for-viewing mechanic fits the app's logic. On the AdsCompass publisher platform, real-time eCPM and fill rate statistics are available, and direct demand from 6,500+ advertisers ensures competition for your inventory at auction.
What Mistakes Are Made with TMA Advertising
The format is new, benchmarks are scarce, and this creates room for errors. The most common: evaluating TMA by CTR and scaling budget based on that alone. A 20–40% CTR on a rewarded format isn't a measure of product interest — it's a measure of reward interest. Post-click CR needs to be calculated separately and compared with other channels by cost-per-action, not by clicks.
The second mistake is expecting volumes comparable to push or pop. TMA inventory is growing, but in 2026 it remains significantly smaller. If a campaign requires millions of impressions per day, TMA won't cover that alone — but it works well as an additional channel in a format stack.
The third is ignoring platform risk. Telegram can change Mini-App rules, affect format availability, or restrict monetization. This isn't a unique problem — every platform changes rules — but for a young format, volatility is higher.
The fourth, on the publisher side: overloading the Mini-App with ads. The rewarded format works because the user chooses to watch. If you show an interstitial every 30 seconds without tying it to an action — retention drops, and eCPM falls with it.
How to Work with TMA Formats on AdsCompass
AdsCompass is one of the few ad networks where TMA formats (Rewarded Post and Rewarded Video) are available as part of a full stack, not as a standalone product. This is a fundamental difference: an advertiser can launch a TMA campaign, compare it with pop and push across the same GEOs from one dashboard, and reallocate budget based on data rather than assumptions. The platform operates on CPC and CPM models, covers 200+ GEOs, and processes over 900 million impressions daily. For publishers, TMA monetization connects through an ad code compatible with the Mini-App's HTML5 structure. A proprietary anti-fraud system filters invalid traffic, and direct advertiser demand ensures fill rate and competitive bids. Minimum payout threshold is $50, with withdrawals via PayPal, Crypto, Stripe, Paxum, WebMoney, and Wire Transfer.
For teams already working with AdsCompass on other formats, adding TMA is a matter of one new campaign — no additional integrations required.
FAQ
Can TMA ads be targeted by GEO?
Yes. On AdsCompass, TMA campaigns support targeting by GEO, device, and operating system. This allows running tests across individual markets and comparing results.
What CTR does Rewarded Video achieve in Telegram?
Rewarded format CTR runs 20–40% — significantly higher than push (0.5–1.5%) or native (0.3–1%). The reason: users watch the video voluntarily, motivated by a reward. Important: high CTR does not guarantee high post-click CR.
Is TMA advertising suitable for e-commerce?
At present — to a limited extent. The Mini-App audience is concentrated in gaming, crypto, and utility segments. E-commerce offers convert less effectively because the user profile doesn't align with purchasing intent. This may change as the TMA audience broadens.
What's the difference between Rewarded Post and Rewarded Video?
Rewarded Video is a short clip (15–30 seconds); the user receives a reward for watching it in full. Rewarded Post is an interactive post with an action (click, transition); the reward is given for completing the action. Video is better for brand awareness and reach; Post is better for direct traffic and clicks.
About the Author
Vlada, Business Developer at AdsCompass. Works with advertisers and publishers in digital advertising, specializing in performance formats and international markets. Helps partners build traffic acquisition and monetization strategies across 200+ GEOs.