Beispiele für native Werbekampagnen

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col-md-8 "> <header class="post-info"> <div class="post-title"> <div class="col-xs-12"> <div class="row"> <h1 class="mb-20">Wie Native Ad-Kampagnen mit mehreren Formaten diesen 4 großen Marken dabei halfen, ihre KPIs zu erfüllen</h1> </div> </div> </div> <div class="post-info-meta"> <span class="post-by"> Gepostet von <a href="https://blog.taboola.com/de/author/yakup-gurel/" title="Posts by Yakup Gurel" class="author url fn" rel="author">Yakup Gurel</a> </span> <i class="middot">   </i> <span class="posted-on"> <time class="entry-date published" datetime="Aug 05">Aug 05</time></span> <i class="middot">   </i> 7 Minuten Lesezeit </div> </header> </div> <div class="col-xs-12 col-md-8 mt-20"> <div class="article-content-wrapper"> <div id="featured" class="image-post-desktop" style="background-image: url(https://blog.taboola.com/wp-content/uploads/2024/03/shutterstock_524844538-scaled.jpg)"></div><p data-pm-slice="1 1 []">Jede Werbekampagne ist anders, aber sie starten immer auf die gleiche Weise: mit einem ausführlichen Gespräch über die Kampagnenziele. Durch das Festlegen von Zielen – von der Steigerung der Bekanntheit und Verkäufen bis hin zur Steigerung des Engagements – erörterst du, welche Art von Kampagne du starten musst und welche Anzeigenformate für deine Marke am besten geeignet sind.</p> <p>Einige Formate helfen dir effektiver als andere dabei, deine Ziele und KPIs (Key Performance Indicators) zu erreichen. KPIs sind Daten, die dir helfen, deinen Erfolg zu messen, deine Werbeausgaben zu rechtfertigen und Entscheidungen über zukünftige Kampagnen zu treffen. Eines dieser effektiven Formate ist Native Advertising.</p> <p>Untersuchungen <a href="https://www.thedrum.com/open-mic/study-shows-native-ads-are-most-effective-channel-for-brand-favorability#:~:text=Brands%20that%20used%20native%20advertising,higher%20than%20the%20industry%20average" target="_blank" rel="noopener">zeigen</a>, dass native Anzeigen einen großen Einfluss auf KPIs haben können und es Werbetreibenden aller Branchen ermöglichen, ihre Performance-Ziele zu erreichen. Mit nativen Werbekampagnen konnten Unternehmen ihre Markenbeliebtheit bereits vervierfachen. Zudem stieg die Kaufbereitschaft (1,5-mal so hoch wie der Durchschnitt), die Wiedererkennung der Werbebotschaft (8-mal so hoch wie der Durchschnitt) und die Markenbekanntheit (um 10 %).</p> <p>Sehen wir uns an, wie vier Marken Native Ads als Teil ihrer Strategie eingesetzt haben, um ihre KPIs zu erreichen, und wie du das auch tun kannst.</p> <h2>Generiere Verkäufe und Online-Käufe</h2> <h3>Remarketing und datenbasierte native Werbung mit Vodafone Turkey</h3> <p>Als Vodafone Turkey die Sichtbarkeit seines Breitband-Internetdienstes für Privathaushalte erhöhen und das Bewusstsein potenzieller Kund:innen stärken wollte, setzte das Kommunikations-Technologieunternehmen auf native Anzeigen. Warum? Sie helfen Marken dabei, redaktionelle Inhalte zu monetarisieren und neue Kanäle zu schaffen, um ihre Zielgruppen erfolgreich zu erreichen, egal wo sie online sind.</p> <p>Da die größte Herausforderung für Vodafone Turkey darin bestand, die eigene Bekanntheit und die Kaufbereitschaft neuer Kund:innen zu steigern, nutzte das Unternehmen Videoanzeigen, um die Verbraucher:innen über seine Dienste aufzuklären. Die Retargeting-Kampagnen sprachen die Zielgruppe mit Image und Motion Ads erneut an, um sie schließlich auf die Website der Marke zu leiten. Die mehrformatige Remarketing-Strategie half Vodafone, die Dynamik seiner Videoanzeigen auszubauen und jene Verbraucher:innen zu erreichen, die am meisten an dem Breitbandangebot interessiert waren.</p> <p>Doch damit endete die Strategie der Marke noch nicht. Um seine Investition durch die Generierung der größtmöglichen Anzahl an Leads zu maximieren, sammelte Vodafone Turkey Daten von Zielgruppen auf Grundlage der Video-Abschlussraten. Dank der Daten konnten engagierte User mit einer gesponserten Content-Kampagne erneut angesprochen werden.</p> <h3>Fazit: Das Starten mehrerer Kampagnen kann dabei helfen, deine richtige Zielgruppe zu finden</h3> <p>Durch die Erstellung einer innovativen, mehrformatigen Remarketing-Kampagne <a title="boten native Anzeigen die zweitbeste Performance bei der Lead-Generierung" href="https://www.taboola.com/de/resources/case-studies/vodafone-turkey" target="_blank" rel="noopener">boten native Anzeigen die zweitbeste Performance bei der Lead-Generierung</a> für die Kampagne von Vodafone Turkey und übertrafen die KPIs der Marke. Das Vodafone Team steigerte die Zahl hochqualifizierter Leads um 39 %, und das alles ohne die Nutzung von Cookies.</p> <p>Durch die Kombination von nativen Anzeigen mit Retargeting konnte die Klickrate im Vergleich zum vorherigen Kampagnenzeitraum verdoppelt werden. Die Website-Besuche stiegen um fast 24 %, während die Rate neuer Besucher:innen um 11 % stieg.</p> <h3>Gesteigerte „In den Warenkorb“-Performance mit BlazePod</h3> <p>Bei einem hochpreisigen Verbrauchsprodukt ist es nicht immer einfach, „In den Warenkorb“-Conversions (Englisch: „Add to Cart“) zu generieren. Die Auswertung dieser Konvertierungen kann dir wichtige Einblicke in Dinge wie die Beliebtheit deines Produkts, die Benutzerfreundlichkeit deiner Website und die Wirksamkeit deiner Marketingkampagnen geben. Aber hier liegt das Problem: Wenn ein Produkt einen hohen Preis hat, kannst du deine Verkaufsziele ohne tiefe Kund:innenbindung nicht erreichen.</p> <p><a title="BlazePod" href="https://www.taboola.com/resources/case-studies/blazepod" target="_blank" rel="noopener">BlazePod</a>, eine intelligente Reaktionstrainings-Plattform, die auf einer interaktiven App und innovativen Leuchtpods basiert, wusste, dass sie zur Steigerung der Online-Verkäufe mehrere Interaktionspunkte über Google, Facebook und andere beliebte soziale Plattformen hinaus nutzen mussten. Die Lösung? Anspruchsvolle Zielgruppen informieren und begeistern, um die Conversions zu steigern und gleichzeitig den Cost-per-Action (CPA) zu senken.</p> <p>Retargeting-Kampagnen war auch für BlazePod die Strategie der Wahl. Die Marke wusste, dass viele Verbraucher:innen ihr Produkt bereits kannten. Die Zielgruppe musste lediglich dazu ermutigt werden, den zusätzlichen Schritt zu gehen, um Marken- und Produktbekanntheit in einen Kauf umzuwandeln.</p> <p>Von der Ansprache einer breiten Zielgruppe durch Retargeting unter Verwendung wichtiger Erkenntnisse aus Netzwerkdaten bis hin zum Starten der nativen Werbekampagne konnte BlazePod die anfänglich hohen Anschaffungskosten in einen beeindruckenden Return on Ad Spend (ROAS) verwandeln. Die Marke war in der Lage, hohe Ticketverkäufe und „In den Warenkorb“-Conversions zu geringeren Kosten zu erzielen. So konnten<a title="so sowohl kurzfristige „In den Warenkorb“-Conversions als auch langfristige Kundenbindung zu generieren" href="https://www.taboola.com/de/resources/case-studies/blazepod" target="_blank" rel="noopener"> sowohl kurzfristige „In den Warenkorb“-Conversions als auch langfristige Kundenbindung<u> </u></a>generiert<u> </u>werden – und das alles zu niedrigeren Kosten.</p> <h3>Fazit: Retargeting-Strategien binden die Verbraucher:innen</h3> <p>Durch die Kombination nativer Anzeigen mit einer Retargeting-Strategie konnte BlazePod seine „In den Warenkorb“-Conversions im Vergleich zu einem beliebten Social Media Kanal mehr als verdreifachen, bei einem um 79 % niedrigeren „In den Warenkorb“-CPA. Vodafone konnte Verbraucher:innen auf ihrem Weg zum Kauf an die Marke binden, indem sie sie auf mehreren Kanälen und in verschiedenen Phasen der Customer Journey ansprach. So konnte das Budget durch die Senkung der Werbekosten maximal ausgespielt werden. Das Retargeting von Kund:innen mit nativen Anzeigen führte nach der Weihnachtskampagne von BlazePod im Dezember 2022 zu einem fünfmal höheren Kaufwert und einer Rendite von 131 % auf die Werbeausgaben.</p> <h2>Fördere Markenbewusstsein und Kaufbereitschaft</h2> <h3>The Loop aktiviert „Click & Collect“-Käufer:innen</h3> <p>Kanadier:innen kennen <a title="The Loop" href="https://www.taboola.com/de/resources/case-studies/the-loop" target="_blank" rel="noopener">The Loop</a>, Teil von ARI International, als erstklassiges Einkaufserlebnis sowohl am Montreal International Airport als auch auf seiner Duty-Free-Website. Eine der Kernfunktionen des Unternehmens ist Click & Collect, das es Reisenden ermöglicht, innerhalb von 24 Stunden nach ihrer Ankunft am Flughafen online einzukaufen und ihren Einkauf dann abzuholen.</p> <p>Zu den Kampagnenzielen von The Loop gehörte, die Markenbekanntheit noch weiter zu steigern, die Nutzung von Click & Collect zu erhöhen und den Online-Umsatz zu erweitern. Um all dies zu erreichen, musste die Marke jedoch zunächst Website-Traffic und Online-Kundeninteraktionen generieren.</p> <p>Hier kommen Bild- und Videoanzeigen ins Spiel. Mit nativen Anzeigen können Marken visuelle Elemente, Titel, Beschreibungen und Handlungsaufforderungen (Calls-to-Action, CTAs) optimieren, um mehr Interesse zu wecken. The Loop nutzte diese Möglichkeit und entwarf Anzeigen, die die Conversions steigerten und gleichzeitig die Kosten senkten. Sowohl Image-Anzeigen als auch Motion-Anzeigen spielten eine Schlüsselrolle in der Kampagne und verlinkten auf eine Landing Page, die die Vorteile der Nutzung des Click & Collect-E-Commerce-Service von The Loop hervorhob. Wer möchte schon am Flughafen in der Schlange stehen, wenn man online im Voraus bezahlen kann!?</p> <p>Um eine maximale Zielgruppenabdeckung zu gewährleisten, entwickelte The Loop seine Strategie weiter und teilte die Anzeigen auf zwei mobile Kampagnen auf: eine für die englischsprachige und eine für die französischsprachige Bevölkerung. Als die englische Kampagne begann, bessere Ergebnisse zu liefern – mehr Klicks, sichtbare Impressionen und Conversions – startete The Loop eine mobile Retargeting-Kampagne, die auf diese Zielgruppe ausgerichtet war, um den Online-Umsatz zu steigern. The Loop verwendete außerdem ein automatisiertes Gebotstool, um auf Impressionen zu bieten, die am wahrscheinlichsten zu Conversions führten. So entwickelte das Team eine erfolgreiche <a title="Werbemittelstrategie " href="https://www.taboola.com/de/resources/case-studies/the-loop" target="_blank" rel="noopener">Werbemittelstrategie</a>, die auf maximale Performance optimiert ist.</p> <h3>Fazit: Image- und Motion-Anzeigen können das Interesse der Käufer:innen steigern</h3> <p>Sowohl statische als auch animierte Anzeigen sind beliebte Formate zur Steigerung der Markenbekanntheit – perfekt für Unternehmen, die ihre Produkte und Dienstleistungen erfolgreich bekannter machen möchten. Aber auch Bild- und Bewegtbild-Anzeigen auf Desktop- und Mobilgeräten können zu mehr Besucher:innen und Verkäufen führen. Für The Loop erzielten sie einen Anstieg der Online-Transaktionen um 10 % gegenüber dem Vormonat, eine Steigerung des Online-Gesamtumsatzes um 22 % und eine Erhöhung des Website-Traffics um 85 % gegenüber dem Vormonat.</p> <p>Verglichen mit den Werbemaßnahmen von The Loop im Vorjahr war das Kampagnenergebnis noch beeindruckender. Der Website-Traffic stieg im Jahresvergleich um 200 %, die Online-Transaktionen stiegen um 140 % und die Marke verzeichnete einen Anstieg des Online-Umsatzes um 103 % – alles dank der Fähigkeit von The Loop, umzudenken und Mobile-Retargeting für seine performancestärkste Kampagne einzusetzen.</p> <h2>Erziele einen niedrigeren CPA und CPC</h2> <h3>Mehr potenzielle Autokäufe für Renault Australia</h3> <p>Heutzutage findet ein Großteil des Autokaufprozesses online statt, wobei Verbraucher:innen die Websites der Autohersteller besuchen, um sich über Fahrzeugfunktionen, Finanzierungsmöglichkeiten und mehr zu informieren. Kein Wunder, dass <a title="Renault Australia" href="https://www.taboola.com/de/resources/case-studies/renault-australia" target="_blank" rel="noopener">Renault Australia</a> – seit 1898 ein Pionier im Automobilbau – den Website-Traffic in großem Umfang steigern und engagierte Zielgruppen erneut ansprechen wollte, um die Konversionsraten zu verbessern.</p> <p>Da Website-Klicks Priorität haben, war es ein Muss, die CPA- (Cost-per-Action) und CPC-Ausgaben (Cost-per-Click) der Marke zu senken. Die Lösung? Das Optimieren nativer Anzeigen in einer Testkampagne, die darauf ausgelegt ist, sowohl die Kaufbereitschaft der Käufer:innen zu steigern als auch mehr Leads zu generieren.</p> <p>Renault nutzte Image- und Motion-Anzeigen auf Premium-Publisher-Websites, darunter Blogs, Nischen-Websites und mobile Geräte. Jede Anzeige führte zu einer modellspezifischen Landing Page. Für diejenigen Besucher:innen, die nicht sofort konvertierten, setzte Renault auf einen Tracking-Pixel, um sie zu identifizieren und mit personalisierten Anzeigen erneut anzusprechen.</p> <p>Mithilfe eines Datenmarktplatzes erreichte die Marke neue Zielgruppen aus 20.000 verschiedenen Segmenten. Besucher:innen wurden erfasst und in Interessengruppen segmentiert und mit ansprechenden Botschaften addressiert, sodass Renault qualifizierte Website-Besuche fördern konnte. Dies führte zu einer großen Anzahl starker Leads für Neuwagenkäufe. Da keine Kampagne ohne eine wirksame Optimierungsstrategie vollständig ist, setzte Renault außerdem ein intelligentes Bidding-Tool ein, um die maßgeblichen Conversions zu erzielen, beispielsweise mithilfe des Online-Autokonfigurators der Marke.</p> <h3>Fazit: Experimentieren und optimieren</h3> <p>Die native Testkampagne von Renault führte zu höheren Conversions bei den Tools „Fahrzeugkonfigurationen“, „Händlersuche“, „Probefahrt buchen“ und „Broschüren-Download“, aber auch die Kosten der Marke sanken im Vergleich zu einem anderen Native Advertising-Dienstleister. Der Cost-per-Click (CPC) war 16 % niedriger, während Renaults Cost-per-Acquisition (CPA) ebenfalls um 51 % sank. Und obwohl Native Advertising als Experiment begann, wurde es später Teil der Always-on-Strategie von Renault Australia.</p> <p>Immer wieder haben die nativen Anzeigen von Taboola kritische Branchen-Benchmarks für Mid-Funnel-KPIs erreicht oder übertroffen. 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