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id="company-logo"><img src="https://www.criteo.com/de/wp-content/uploads/sites/3/2022/07/Aventon-ss-logo-black.png" /></div> </div> <div id="stats-column" class="col-6 flex-column offset-3 col-md-8 offset-md-0 col-lg-6 "> <div id="stats"> <div class="stat "><div class="stat-number">100 %</div><div class="stat-description">ROAS (Contextual Targeting)</div></div><div class="stat "><div class="stat-number">~600 Mio.</div><div class="stat-description">Impressions</div></div><div class="stat "><div class="stat-number">+25 %</div><div class="stat-description">ROAS-Steigerung (Effekt der Videokampagne auf den Lower Funnel)</div></div> </div> </div> </div> </div> </div> <div id="body-section"> <div class="container"> <div class="row"> <div class="col-12"> <div class="no-featured-area"> <div id="body-blocks" class="row"> <div class="col-10 offset-1 d-none d-lg-block"> <div id="vertical-share"> <div class="component-social widgetType-share widgetOrientation-vertical"> <div class="widgetLinks d-flex justify-content-start flex-wrap"> <div class="social-icon"> <a rel="nofollow" class="share-on-linkedin" target="_blank" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.criteo.com%2Fde%2Fsuccess-stories%2Faventon/&title=Aventon&source=https%3a%2f%2fwww.criteo.com/" title="LinkedIn"> <span class="sr-only">Share on LinkedIn</span> <div><i class="fa fa-linkedin fa-2x" aria-hidden="true"></i></div> </a> </div> <div class="social-icon"> <a rel="nofollow" class="share-on-facebook" target="_blank" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.criteo.com%2Fde%2Fsuccess-stories%2Faventon/" title="Facebook"> <span class="sr-only">Share on Facebook</span> <div><i class="fa fa-facebook-f fa-2x" aria-hidden="true"></i></div> </a> </div> <div class="social-icon"> <a rel="nofollow" class="share-on-twitter" target="_blank" href="https://twitter.com/intent/tweet?text=Aventon:&url=https%3A%2F%2Fwww.criteo.com%2Fde%2Fsuccess-stories%2Faventon/" title="Twitter"> <span class="sr-only">Share on Twitter</span> <div><i class="fa fa-twitter fa-2x" aria-hidden="true"></i></div> </a> </div> <div class="social-icon last"> <a rel="nofollow" class="share-by-email" href="mailto:?subject=Aventon&body=https%3A%2F%2Fwww.criteo.com%2Fde%2Fsuccess-stories%2Faventon/" title="E-mail"> <span class="sr-only">Share by e-mail</span> <div><i class="fa fa-envelope fa-2x" aria-hidden="true"></i></div> </a> </div> </div> </div> </div> </div> <div class="col-12 col-lg-8 offset-lg-2"><div class="bb__text"><p><span class="first-letter">A</span>venton ist ein Elektrofahrradhersteller, der E-Bikes für alle Bedürfnisse und Fahrstile anbietet. Das Unternehmen hat seine Wurzeln im Leistungsradsport mit Fixie- und Bahnrädern, ist aber seit 2020 ausschließlich in der E-Mobilität aktiv. Aventon ist eine der wenigen E-Bike Brands, die ihre Räder selbst produziert. Das macht das Unternehmen besonders agil und kosteneffizient. Mit diesem Produktionsvorteil und dem Leistungssport als Background ist Aventon unschlagbar, wenn es darum geht, erschwingliche E-Bikes ohne Qualitätseinbußen anzubieten.</p> <p>Da die E-Bike Branche rasant wächst, hat Aventon entsprechend große Pläne. Das Jahresziel lautet: den Umsatz um etwa 300 Prozent zu steigern. Das entspricht in der Summe etwa dem Wachstum der letzten beiden Jahre. Außerdem möchte der Retailer seinen Marktanteil in der Branche erhöhen und damit die erste Adresse für E-Bikes werden.</p> <p>Aventon nutzt viele Kanäle, um dieses Ziel zu erreichen, darunter die folgenden zukunftsweisenden Ansätze im Bereich digitaler Werbung.</p> </div></div><div class="col-12 col-lg-10 offset-lg-1"><div class="bb__image ratio-placeholder-16-9" style="background-image: url(https://www.criteo.com/de/wp-content/uploads/sites/3/2022/07/ss-hero-Aventon-Bike-scaled-e1656426501980.jpg);"></div></div><div class="col-12 col-lg-8 offset-lg-2"><div class="bb__text"><h3>Mit voller Kraft durch den gesamten Funnel</h3> <p>Aventon erzielte bereits eine starke Performance mit der klassischen Retargeting-Kampagne, die mit Criteo durchgeführt wurde. Dem E-Bike-Anbieter ist jedoch bewusst: Um sein ehrgeiziges Umsatzziel zu erreichen, sind aufeinander abgestimmte Upper- und Lower Funnel-Kampagnen nötig. Auf Empfehlung seiner Agentur arbeitete Aventon mit Criteo an Kampagnen, die die Bekanntheit steigern, den Traffic erhöhen und die Kampagnen im Lower Funnel kontinuierlich vorantreiben.</p> <p>Adele Nasr, Chief Marketing Officer bei Aventon, führt aus: „Als B2C-Marke ist es wichtig, dass die Strategie im Upper Funnel greift, damit der Lower Funnel davon profitiert. Für Brands unserer Größe wäre es eine verpasste Gelegenheit, wenn im Lower Funnel die Luft ausgeht und kein Kanal besteht, der diesen Bereich versorgt. “</p> <h3>Gezielter Aufbau von Awareness mit Online Video</h3> <p>Aventon startete mit einer Online Video-Werbekampagne, um den Bekanntheitsgrad der Brand zu steigern.</p> <p>Dank der Fähigkeit von Criteo, First-Party Commerce-Daten zu aktivieren, konnte Aventon seine Video-Ads auf im Markt aktive Konsumenten mit hoher Kaufwahrscheinlichkeit ausrichten. In Verbindung mit der großen Reichweite von Criteo bei Videopartnern und Publishern konnte Aventon praktisch sofort einen Anstieg des hochwertigen Traffics verzeichnen.</p> <p>Da das Unternehmen mit Criteo auch an Lower Funnel-Kampagnen arbeitet, konnten sie die Videoaufrufe den nachgelagerten Conversions zuordnen und klar erkennen, wie das Upper Funnel-Engagement die Ergebnisse im Lower Funnel beeinflusst.</p> <p>Darin bestand für Nasr das eigentliche Ziel: „Wir wollten Größenvorteile nutzen, indem beide Kampagnen unter einem Dach im Rahmen einer Full Funnel-Strategie zusammenwirken.“</p> <h3>Traffic erzielen, der großes Kaufinteresse zeigt – dank Contextual Targeting</h3> <p>Aventon hat außerdem eine Kampagne gestartet, die Contextual Targeting nutzt, um zusätzlichen Traffic zu generieren. Criteo ist in diesem Bereich einzigartig, da wir die einzige heute verfügbare Lösung anbieten, die sowohl Commerce-Signale als auch kontextbezogene Signale nutzt, um die wirkungsvollsten Platzierungen zu identifizieren. „Unser Agenturpartner empfahl uns, noch tiefer einzusteigen, indem wir Criteo einsetzen und unsere First-Party Daten so aktivieren, um Traffic mit größerem Kaufinteresse zu generieren und letztendlich den Umsatz zu steigern“, so Nasr.</p> <p>Criteo nutzte sein First-Party Media Network, um zu analysieren, wo im offenen Internet die Produkte von Aventon am häufigsten angezeigt wurden. Daraus ermittelte Criteo einen Affinitätswert zwischen den Produkten und den einzelnen kontextbezogenen Kategorien und Domains im Media-Netzwerk. Das ermöglichte es Aventon, gezielt die Media-Lookalikes anzusprechen, die am ehesten dazu geeignet waren, Besucher auf die Website des Unternehmens zu bringen.</p> <p>Neben der Fähigkeit, qualitativ hochwertige Visits zu liefern, war für Nasr auch die Tatsache wichtig, dass Contextual Targeting ohne den Einsatz von Cookies auskommt. „Nicht nur, dass Cookie-basierte Werbung bald der Vergangenheit angehören wird: Wir glauben auch, dass die Nutzung von First-Party Daten für die Zielgruppenansprache relevantere und zielgerichtetere Ergebnisse liefert“, erläutert er.</p> <h3>Alles zu geben, bringt wirklich Vorteile</h3> <p>Das Schöne an einem E-Bike ist, dass es euch weiter bringen kann als ein allein mit Muskelkraft angetriebenes Fahrrad. Das Gleiche gilt für eine Full Funnel-Strategie mit einem Partner. Aventon stellte fest: Dank der Zusammenführung ihrer Upper- und Lower Funnel-Kampagnen unter dem Dach von Criteo profitieren sie von kampagnenübergreifenden Synergieeffekten – und das bei gleichzeitigem Betrieb ihrer Conversion-Kampagnen und mit Full Funnel-Reporting.</p> <p>„Die Partnerschaft mit Criteo hat entscheidend dazu beigetragen, unsere Ziele zu erreichen, indem wir gleichzeitig in der Öffentlichkeit präsent sind und hochgradig zielgerichteten Traffic auf unsere Website leiten, der schließlich konvertiert“, bestätigt Nasr. „Criteo hat sich zu einer der wichtigsten Traffic-Quellen für unsere Website entwickelt. Wir planen, die Partnerschaft fortzusetzen, während wir weiter skalieren. 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