Native Advertising: Vorteile und Nachteile

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</div> </div> <div class="row"> <div class="col-xs-12 col-md-8 "> <header class="post-info"> <div class="post-title"> <div class="col-xs-12"> <div class="row"> <h1 class="mb-20">Was sind die Vorteile und Nachteile von Native Advertising?</h1> </div> </div> </div> <div class="post-info-meta"> <span class="post-by"> Gepostet von <a href="https://blog.taboola.com/de/author/awalgrove/" title="Posts by Amanda Walgrove" class="author url fn" rel="author">Amanda Walgrove</a> </span> <i class="middot">   </i> <span class="posted-on"> <time class="entry-date published" datetime="May 05">May 05</time></span> <i class="middot">   </i> 6 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/2021/05/shutterstock_1504805540-scaled.jpg)"></div><p>Bevor du eine neue Werbestrategie implementierst, ist es wichtig, die Vor- und Nachteile zu verstehen. Auf diese Weise ist es wahrscheinlicher, dass sich deine Marketingbemühungen auszahlen und deine Geschäftsumsätze wachsen.</p> <p>Los geht’s, hier sind die Vor- und Nachteile von Native Advertising.</p> <p>Zunächst einmal, <a href="https://www.taboola.com/de/native-advertising"><u>was ist Native Advertising</u></a>? Native Advertising bezieht sich auf das Erstellen von Anzeigen, die zum Seiteninhalt passen, in das Design integriert sind und dem Verhalten der Plattform entsprechen. Der Betrachter, die Betrachterin sollen das Gefühl haben, dass die Anzeige dorthin gehört. Promoted Social Media Posts sind beispielsweise Native Anzeigen, genauso wie gesponserte Empfehlungen am Ende eines Artikels.</p> <p>Aber ist native Werbung wirksam? Laut vielen Native Beispielen und <a href="https://blog.taboola.com/de/neue-studie-native-video-steigert-bekanntheit-beliebtheit-und-engagement/">Statistiken</a> ist dies der Fall. Native Anzeigen erzielen eine 8,8-mal höhere Click-Through-Rate (CTR) und eine 18 % höhere Kaufabsicht als herkömmliche Display-Anzeigen.</p> <p>Dennoch gibt es Vor- UND Nachteile. Wir schauen uns beide Seiten an und geben Tipps, wie du native Werbung für deine Marke nutzen kannst.</p> <h2>Die Vorteile von Native Advertising</h2> <p>Die Vorteile von nativer Werbung lassen sich leicht zusammenstellen. Der Einsatz dieser Strategie bietet viele Vorteile zur Steigerung von Markenbekanntheit, Engagement und Ertrag.</p> <h3>Errege die Aufmerksamkeit deiner Zielgruppe</h3> <p>Es ist einfacher, mit nativer Werbung <a href="https://blog.taboola.com/increase-brand-awareness-today/">Markenbekanntheit aufzubauen</a> als mit herkömmlichen Display-Anzeigen. Laut Acquisio erhalten native Anzeigen 53 % mehr Aufrufe als ihre traditionellen Pendants. Wieso? Weil sie nahtloser in das Kundenerlebnis integriert sind. Sie fügen sich in den Inhalt ein, der sie umgibt, anstatt die Leser:innen im Lesefluss zu stören und zu suggerieren: <em>Das ist eine Anzeige! Bitte klicken!</em></p> <h3>Erziele eine bessere Kampagnen-Performance</h3> <p>Die Effektivität nativer Werbung ist hoch. Diese Anzeigen schneiden im Vergleich zu vielen anderen Anzeigenformaten insgesamt einfach besser ab und helfen Werbetreibenden, Conversions und Einnahmen zu steigern. Tatsächlich geben <u>71 % der Verbraucher:innen an</u>, dass sie sich persönlich von Marken angesprochen fühlen, die native Anzeigen schalten. Nur 50 % der Verbraucher:innen sagen dasselbe über Display-Anzeigen.</p> <h3>Optimiere deine Targeting-Möglichkeiten</h3> <p>Native Ads können kontextbezogen auf bestimmte Zielgruppensegmente ausgerichtet werden, sodass Werbetreibende die besten Chance haben, aus ihren Impressionen Engagement zu generieren.</p> <p>Sieh dir beispielsweise native Anzeigen auf Publisher-Webseiten an. Ein Kosmetikunternehmen kann eine Artikel- oder Videoanzeige auf einer Webseite mit Mode- und Kosmetiknachrichten schalten und sich an Personen richten, die bereits einen Artikel über Make-up gelesen haben und an Inhalten und Produkten in dieser Kategorie interessiert sind. Oder eine Sportbekleidungsmarke kann native Anzeigen auf der Webseite eines Sportverlags schalten und so Leser:innen erreichen, die Interesse daran bekundet haben, mehr über Fitnessartikel zu erfahren. Werbetreibende steigern den Traffic und die Kund:innen erleben nahtlose, personalisierte Werbeerlebnisse.</p> <h3>Baue Vertrauen zu deinen Kund:innen auf</h3> <p>Vertrauen ist in der digitalen Werbung von entscheidender Bedeutung, da es häufig zu Skandalen um Datenschutzverletzungen, gefälschten Nachrichten und Unternehmenskorruption kommt. Laut einem aktuellen Bericht von Ford tun sich 77 % der US-Verbraucher:innen schwer, Unternehmen zu vertrauen.</p> <p>Deshalb ist Native Advertising so wichtig. Es hilft Marken, Vertrauen bei ihrem Publikum aufzubauen und wertvolle Inhalte zu teilen, ohne auf lästige Pop-ups oder aufdringliche Nachrichten zurückzugreifen. So berichtete <em>Adweek</em>, dass <u>zwei von drei Verbrauchenden aus der Generationen X und Z nativer Werbung</u> mehr als herkömmlichen Anzeigen vertrauen.</p> <h3>Erhöhe die Klickraten</h3> <p>Hier ist eine weitere Statistik im Gefecht zwischen <u>nativen Anzeigen und Display-Anzeigen</u>: Native Anzeigen erzielen im Vergleich zu herkömmlichen Display-Anzeigen eine 40-mal höhere Klickrate (CTR). Die Klickrate nativer Anzeigen ist in den Kategorien Haustiere, Essen und Trinken sowie Familie und Elternschaft besonders hoch.</p> <p><img decoding="async" class="aligncenter" src="https://blog.taboola.com/wp-content/uploads/2022/05/1_Screenshot_2022-01-19_at_17.26.26.png" /></p> <h2>Die Nachteile von Native Advertising</h2> <p>Die Nachteile von Native Advertising sind eher Herausforderungen. Wenn du diese potenziellen Hindernisse überwinden kannst, bist du in einer starken Position, um die Früchte dieser wertvollen Werbestrategie zu ernten.</p> <h3>Es gibt zu viele Tools zur Auswahl</h3> <p>Viele Unternehmen nutzen Native Advertising bereits. Die Wahl der Plattform zur Umsetzung deiner Strategie kann jedoch schwierig sein. Taboola macht es dir leicht. Als eine weltweit führende Native-Discovery-Plattform helfen wir dir, täglich über 500 Millionen aktive Nutzer:innen auf Premium Publisher-Webseiten anzusprechen. Du erhältst einige der größten Reichweiten und besten Targeting-Möglichkeiten, die native Werbung zu bieten hat.</p> <h3>Performance-Messung ist komplex</h3> <p>Da native Anzeigen ein einzigartiges Format haben, kann es schwierig erscheinen, die Performance zu messen. Du benötigst allerdings nur die richtigen Tools und Metriken. Mit Taboola kannst du beispielsweise Impressionen, Klicks und CTR messen.</p> <p>Sobald sich die Leser:innen zu deiner Webseite durchgeklickt haben, kannst du Aufrufe, Verweildauer auf der Webseite, Re-Engagement-Raten, Conversions, Cost-per-Action und Return on Investment messen.</p> <p>Welche nativen Werbemetriken du am besten verfolgst, hängt von deinen Kampagnenzielen und dem Verhalten deiner Zielgruppe ab.</p> <h3>Das Erstellen nativer Anzeigen ist zeitaufwändig</h3> <p>Da native Anzeigen ansprechender sind als herkömmliche Anzeigen, sind sie komplexer zu erstellen. Sie müssen sich in den umgebenden Inhalt einfügen – sei es eine Artikelseite, ein Social Feed oder ein Suchergebnis. Gleichzeitig müssen sie die Aufmerksamkeit der Leser:innen auf sich ziehen, indem sie sofort einen Mehrwert bieten und die User zum Klicken animieren.</p> <p>An der Erstellung nativer Anzeigen sind verschiedene Personen beteiligt, darunter Werbetreibende, Marketingmanager:innen, Werbetextende, Kreative und Verlagskontakte.</p> <h3>Native Anzeigen können irreführend wirken</h3> <p>Es ist ein schmaler Grat zwischen einer Anzeige, die kreativ auf die Umgebung ausgerichtet ist, und einer Anzeige, die den User täuscht. Native Ads wollen nicht täuschen. Sie möchten einen nahtlosen Übergang zwischen dem Konsum von organischen und bezahlten Inhalten ermöglichen. Aus diesem Grund sollten native Anzeigen immer mit Hinweisen gekennzeichnet werden, z. B. <em>bezahlt</em>, <em>gesponsert</em> oder ganz einfach: <em>Anzeige</em>.</p> <h3>Ein optimiertes User-Targeting erscheint kompliziert</h3> <p>Da native Werbung Marken hilft, ihre relevantesten Zielgruppen zu erreichen, müssen sie möglicherweise ihren Ansatz zur Kundenansprache überdenken. Das heißt, sie sollten überlegen, wie native Werbung es ihnen ermöglichen kann, Hyper-Targeting-Kampagnen über alle Kanäle hinweg zu starten. Dazu müssen sie möglicherweise mehr Kundendaten einbeziehen, einzigartige Zielgruppensegmente erstellen und sicherstellen, dass ihre Inhalte auf die Interessen und Verhaltensweisen jeder demographischen Gruppe zugeschnitten sind.</p> <h3>Landing Pages müssen für ein erhöhtes Engagement optimiert werden</h3> <p>Native Werbung führt zu einem erhöhten Engagement, daher müssen Marken bereit sein, zu reagieren, wenn sie sehen, dass die Klickraten steigen. Eine der besten Möglichkeiten, dies umzusetzen, besteht darin, Landing Pages und Artikel zu optimieren und sicherzustellen, dass alle Post-Click-Inhalte mit der entsprechenden Anzeige übereinstimmen und umfassende, nahtlose Kundenerlebnisse bieten.</p> <h3>Die Vorbereitung deines Funnels auf eine gesteigerte Bekanntheit ist ein Muss</h3> <p>Mit nativer Werbung können Marken Aufmerksamkeit für ihre Produkte und Dienstleistungen generieren. Sie müssen nur darauf vorbereitet sein, diese neuen potenziellen Kund:innen durch die nächsten <a href="https://blog.taboola.com/how-to-create-a-winning-content-marketing-funnel/">Phasen des Marketing-Trichters</a> zu führen, einschließlich der Erwägungs-, Entscheidungs- und Bindungsphase. Nachdem ein Werbetreibender beispielsweise mit Blogposts und Videos Markenbewusstsein geschaffen hat, kann er sein Publikum mit Anleitungsartikeln und Demovideos informieren. Danach können interessierte User mit Kundenempfehlungen zum Kauf angeregt werden. Anschließend sollten Marken versuchen bei ihren Kund:innen mit personalisierten Follow-ups und Empfehlungen Loyalität aufzubauen.</p> <h2>Wie man native Werbung zum Erfolg führt</h2> <p>Die Vorteile einer soliden <a href="https://blog.taboola.com/de/in-7-schritten-zu-einer-erfolgreichen-native-advertising-kampagne/">nativen Werbestrategie</a> sind vielfältig. Du kannst native Anzeigen verwenden, um das Engagement zu steigern, das Targeting zu optimieren, Vertrauen aufzubauen und den Traffic auf deine Webseite zu lenken. Du benötigst nur die richtigen nativen Werbeplattformen und Best Practices, die dich anleiten und deine Strategie zum Leben erwecken.</p> <p>Aus diesem Grund gibt es Taboola – <a href="https://www.taboola.com/de/advertisers">um Werbetreibenden dabei zu helfen, native Werbekampagnen auf den weltweit führenden Publisher-Webseiten zu starten</a>, darunter der Süddeutschen Zeitung, Sport 1, Bloomberg, CBS News und Insider. Deine Marke verdient es, ihre Botschaft in vertrauenswürdigen, markensicheren Umgebungen zu platzieren und Leser:innen zu erreichen, die bereit sind, deine Inhalte zu konsumieren – und so das Beste aus <a href="https://www.taboola.com/de/native-advertising">nativer Werbung</a> zu machen.</p> <div class="single-post-share-buttons"> <a href="https://www.facebook.com/sharer/sharer.php?u=https://blog.taboola.com/de/was-sind-die-vorteile-und-nachteile-von-native-advertising/&t=Was sind die Vorteile und Nachteile von Native Advertising?" title="Facebook Share Button" rel="nofollow noopener" target="_blank" class="share-button facebook"> </a> <a href="https://www.linkedin.com/sharing/share-offsite/?url=https://blog.taboola.com/de/was-sind-die-vorteile-und-nachteile-von-native-advertising/" title="Linkedin Share Button" rel="nofollow noopener" target="_blank" class="share-button linkedin"> </a> <a href="https://twitter.com/intent/tweet?text=Was sind die Vorteile und Nachteile von Native Advertising?&url=https://blog.taboola.com/de/was-sind-die-vorteile-und-nachteile-von-native-advertising/" title="Twitter Share Button" rel="nofollow noopener" target="_blank" class="share-button twitter"> </a> </div> </div> <footer class="post-info "> <span class="posted-on">Erste Veröffentlichung am: <time class="entry-date published" datetime="5. 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