Begriffsglossar für Digitale Werbung

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Mit den Definitionen der gebräuchlichsten Begriffe bietet euch unser Glossar eine Hilfestellung und Orientierung.</p> </div> </div> </div> </div> <div id="glossary-filter"> <div class="container"> <div class="row"> <div class="col-12"> <div class ="letters"> <a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-a">A</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-b">B</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-c">C</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-d">D</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-e">E</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-f">F</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-g">G</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-h">H</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-i">I</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-k">K</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-l">L</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-m">M</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-n">N</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-o">O</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-p">P</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-r">R</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-s">S</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-t">T</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-u">U</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-v">V</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-w">W</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-y">Y</a><a class="letter" href="https://www.criteo.com/de/digital-advertising-glossary/#terms-by-number">#</a> </div> </div> </div> </div> </div> <article class="post-19858 glossary type-glossary status-publish alphabet-a criteo-topic-commerce-media"> <div class="container"> <div class="row"> <div class="post-content"> <div class="offset-lg-2 col-lg-8"> <h1>App Advertising (App-Werbung)</h1> </div> <div class="offset-lg-2 col-lg-8"><div class="bb__text"><p>Laut <a href="https://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/" target="_blank" rel="noopener">Statista</a> wird der weltweite Umsatz mit mobilen Apps bis zum Jahr 2020 auf beinahe 200 Milliarden US-Dollar steigen – und sich somit gegenüber 2016 mehr als verdoppeln. 2017 verzeichnete man geschätzt 175 Milliarden App Downloads weltweit. Konsumenten gaben im selben Zeitraum 86 Milliarden US-Dollar für und in Apps aus. Diese Zahlen hat <a href="https://techcrunch.com/2018/01/17/global-app-downloads-topped-175-billion-in-2017-revenue-surpassed-86-billion/" target="_blank" rel="noopener">TechCrunch</a> ermittelt. Demselben Bericht zufolge geben Smartphone-User siebenmal mehr Geld in mobilen Apps aus als im mobilen Web. Auch Daten von Criteo sprechen eine ähnliche Sprache: In Nordamerika liegt die Conversion-Rate in Shopping Apps dreimal höher als im mobilen Web.</p> <p>Viele Statistiken mit einer wesentlichen Erkenntnis: Die Menschen lieben Shopping mit Apps. Aber Achtung! Die Entwicklung einer App sowie möglichst viele Installationen reichen heute längst nicht mehr für den Sales-Erfolg aus. Damit sich eure Investition wirklich auszahlt, benötigt ihr kontinuierliches App Advertising. Unsere Daten zeigen: Retailer, die gezielt Werbung für ihre App schalten, können den Anteil ihrer In-App-Transaktionen im Jahresvergleich um bis zu 30 % steigern. Reine Online-Retailer, die auf App Advertising setzen, erzielen ein Drittel ihrer Transaktionen über In-App-Sales.</p> <p>Im Folgenden werfen wir einen Blick auf das Was, Wie und Warum von App Advertising.</p> <h4><strong>„Die verflixten sieben Tage“ der App-Nutzung: Darum braucht ihr Werbung für eure App</strong></h4> <p>Die oben genannten Zahlen sowie das zu erwartende Wachstum sprechen klare Worte: Shopping Apps sind eine ausgezeichnete Investition. Eine App zu veröffentlichen und es mit ihr möglichst schnell auf eine Reihe von Smartphones zu schaffen, führt jedoch nicht automatisch zu großen Gewinnen. Das liegt an den „verflixten sieben Tagen“:</p> <p>Nur 11 % aller User nutzen eine App sieben Tage nach der Installation noch aktiv. Umgedreht heißt das: Nur eine Woche nach Installation hat eine App 89 % ihrer Nutzer verloren.</p> <p>Und es kommt noch schlimmer: Eine Studie von <a href="https://uplandsoftware.com/localytics/resources/blog/25-of-users-abandon-apps-after-one-use/" target="_blank" rel="noopener">Localytics</a> hat ergeben, dass jeder Vierte eine App nach der Installation nur ein einziges Mal nutzt. Diese Kundenbindungsrate schwankt im Branchenvergleich, doch insgesamt gilt: Nach drei Monaten verwenden 80 % der User die von ihnen heruntergeladenen Apps nicht mehr.</p> <h4><strong>Kundenbindung und Nutzung steigern – mit App Advertising</strong></h4> <p>Diese Ergebnisse zur App-Kundenbindung mögen auf den ersten Blick entmutigend sein. Doch sie zeigen, wie wichtig es ist, kontinuierlich mit den Usern zu kommunizieren, um sie zurückzulocken und zur aktiven Nutzung der App zu bewegen. Unsere Daten unterstreichen das: Retailer, die kontinuierlich in App-Werbung investieren, erzielen das größte Wachstum bei In-App-Transaktionen.</p> <p>Der intelligenteste Weg, das Momentum einer neuen App aufrechtzuerhalten, ist App Advertising über personalisierte Display Ads. Die erreichen App-User, wo auch immer sie sich befinden, und holen sie zurück in die App. Es gibt unterschiedliche Arten von App Advertising, unter anderem Retargeting und Engagement-Kampagnen!</p> <h4><a href="https://www.criteo.com/de/blog/wie-funktioniert-app-retargeting/"><strong>App-Retargeting</strong></a></h4> <p>Nehmen wir mal an, Andreas sucht in eurer App nach einer neuen Armbanduhr, ist jedoch noch nicht bereit zum Kauf. Während er stöbert, werden Informationen zu seinen Interessen und Absichten gesammelt. Und wenn er eure App verlässt und eine andere öffnet, sieht er eine Ad für die Armbanduhr, die er sich angesehen hat – sowie für weitere verwandte Produkte. Ein Klick auf die Ad bringt ihn direkt auf die Produktseite in eurer App. Dort kann er den Kauf ganz einfach abschließen.</p> <p>Retargeting ist ein äußerst effektives Mittel, um User auch nach der ersten App-Nutzung aktiv zu halten. Und die gute Nachricht: Habt ihr sie einmal wirklich für euch gewonnen, ist es um 30 % wahrscheinlicher, dass Käufer in die App zurückkehren und etwas kaufen – auch ohne dass ihr sie weiter dazu motivieren müsst.<img decoding="async" class="aligncenter" src="http://www.criteo.com/de/wp-content/uploads/sites/3/2023/01/App-Advertising-Artboard-DE-800-for-glossary-min.png" /></p> <h4><a href="https://www.criteo.com/de/products/criteo-audience-match/"><strong>App Engagement</strong></a></h4> <p><strong> </strong>App Engagement erlaubt euch, spezifische CRM- oder MMP-Zielgruppen anzusprechen und so ehemalige Kunden zurückzugewinnen. Ähnlich wie beim Retargeting holt diese Form des App Advertising Käufer über dynamische Display Ads auf Basis ihrer Userdaten zurück in die App und führt sie zum Kauf.</p> <p>Engagement-Kampagnen bieten viele Einsatzmöglichkeiten: Ihr könnt zum Beispiel Käufer aktivieren, die eure App zwar installiert, jedoch niemals einen Kauf abgeschlossen haben. Ihr könnt auch saisonabhängige Kampagnen fahren oder App-Shopper gezielt ansprechen, die für einen gewissen Zeitraum nichts gekauft haben. Ein Beispiel: Sprecht Kunden, die seit 60 Tagen nichts mehr gekauft haben, gezielt mit einem Coupon, einem auf sie maßgeschneiderten Sonderangebot oder Informationen zu einem neuen Produkt an.</p> <p>Solche Strategien zahlen sich aus: Laut einer Google Umfrage würden 30 % aller App-User eine Lösung wieder nutzen, wenn sie einen Rabatt erhalten. Andere Incentives wie exklusiver Content erwiesen sich gleichfalls als effektiv.</p> <p><img decoding="async" class="aligncenter" src="http://www.criteo.com/de/wp-content/uploads/sites/3/2023/01/App-Engagement-DE-for-glossary-min.png" /></p> <h4><strong>Wie lässt sich die Performance von App Advertising maximieren?</strong></h4> <p>Nicht alle Anbieter für App-Werbung sind gleich. Mit der folgenden Checkliste könnte überprüfen, ob euch euer App-Advertising-Partner wirklich alles Notwendige bietet:</p> <ul> <li><strong><a href="https://www.criteo.com/de/products/mobile-app-advertising/">Dynamische Ads, die in Echtzeit Kaufabsichten adressieren</a></strong><strong>: </strong>Mit Ads, die einzig das zuletzt angesehene Produkt oder die neuesten Bestseller bewerben, vergebt ihr eine Chance. Findet heraus, welche anderen Produkte aus eurem Katalog Käufer möglicherweise noch mehr interessierten, und sprecht sie damit an.</li> <li><a href="https://www.criteo.com/de/technology/shopper-graph/"><strong>Cross-Device-Matching</strong></a><strong>:</strong> Kunden erwarten heute ein kanal- und geräteübergreifend konsistentes und relevantes Shopping-Erlebnis. Dazu müsst ihr oder euer App-Advertising-Partner Nutzerverhalten und Kaufinteressen auf unterschiedlichen Geräten und jenseits der Walled Gardens erfassen und analysieren können. Ungenaues oder wenig leistungsfähiges Cross-Device-Matching führt fast zwangsläufig zu wenig effektiven Ads und somit zur Verschwendung von Werbebudget.</li> <li><a href="https://www.criteo.com/de/products/mobile-app-advertising/"><strong>Maximale Reichweite</strong></a><strong>: </strong>Wie groß ist das Netzwerk, in dem ihr werben wollte? In wie vielen Apps können eure Ads angezeigt werden – und über welche Ad Exchanges werden sie geschaltet? Je größer die Reichweite, desto mehr Kontaktmöglichkeiten mit eurer Zielgruppe gibt es.</li> <li><a href="https://www.criteo.com/de/technology/dco/"><strong>Dynamische Optimierung von Creatives</strong></a><strong>:</strong> Begrenzte Optionen bei der Größe und Art des Creatives können sich negativ auf die Performance eures App Advertising auswirken. Maximales Engagement erzielt ihr mit personalisierten Ads, deren visuelle Elemente auf den jeweiligen Nutzer zugeschnitten sind.</li> <li><a href="https://www.criteo.com/de/technology/predictive-bidding/"><strong>Predictive Targeting</strong></a><strong>: </strong>Müsst ihr bei eurem Targeting die Zielgruppen selbst segmentieren oder die App-Kategorien manuell auswählen? Dann erreicht ihr wahrscheinlich wertvolle Nutzer nicht, weil sie zufällig dem von euch vorgegebenen Raster nicht entsprechen. Ihr benötigt eine Lösung, die besonders relevante Käufer auf Basis ihres individuellen Verhaltens und ihrer Kaufinteressen anspricht.</li> </ul> <p><strong>Habt ihr noch weitere Fragen zum Thema Digital Marketing? </strong>In unseren <a href="https://www.criteo.com/de/blog/"><strong>insights</strong></a> findet ihr noch mehr Reports, Strategien und Best Practices.</p> </div></div> </div> </div> <style>.body-lc-regular-font{font-weight:400}#single-post-share #share-content,.body-lc-medium-font{font-weight:500}.body-lc-semibold-font{font-weight:600}#single-post-share{margin-top:24px;margin-bottom:48px}@media (min-width:768px){#single-post-share{margin-bottom:56px}}#single-post-share #share-content{display:-ms-flexbox;display:flex;-ms-flex-direction:column;flex-direction:column;-ms-flex-align:start;align-items:flex-start;font-size:17px;line-height:27px;color:#000}@media (min-width:768px){#single-post-share 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