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type-post status-publish format-standard has-post-thumbnail hentry category-articles-de"> <div class="post-tag text-uppercase mb-4"> <div class="post-tag--meta"> 13 Nov, 2024 <span> • By Caley Lewis</span> </div> <div class="post-tag--social-share"> <div class="shared-counts-wrap shortcode style-icon"><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.indexexchange.com/de/2024/11/13/marketing-einblicke-black-friday-cyber-monday/" title="Share on LinkedIn" target="_blank" rel="nofollow noopener noreferrer" class="shared-counts-button linkedin shared-counts-no-count" data-postid="9015580" data-social-network="LinkedIn" data-social-action="Share" data-social-target="https://www.indexexchange.com/de/2024/11/13/marketing-einblicke-black-friday-cyber-monday/"><span class="shared-counts-icon-label"><span class="shared-counts-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="27.4375" height="32" viewBox="0 0 878 1024"><path d="M199.429 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0-28.571-5.143t-32.857-15.429-29.714-18.571-30.857-21.714-24.286-17.429q-52-36.571-149.714-104.286t-117.143-81.429q-35.429-24-66.857-66t-31.429-78q0-44.571 23.714-74.286t67.714-29.714h841.143q37.143 0 64.286 26.857t27.143 64.571z"></path></svg></span><span class="shared-counts-label">Email</span></span></a></div> </div> </div> <div class="entry-content"> <p>Die Feiertags-Einkaufssaison ist nicht länger ein Sprint, der am Schwarzen Freitag beginnt und mit dem Cyber Monday endet. In den letzten Jahren hat sich das Verhalten der Verbraucher geändert. Kunden verteilen ihre Einkäufe auf ein Zeitfenster, das früher anfängt und länger dauert.</p> <p><a href="https://www.indexexchange.com/de/solution/programmatic-loesungen-fuer-vermarkter-agenturen/">Werbetreibende des Einzelhandels</a> schreiben ihre Playbooks um und beginnen ihre Marketingkampagnen für den Black Friday und den Cyber Monday bereits Wochen vor dem eigentlichen Sales-Wochenende. Wir haben die wichtigsten Erkenntnisse aus den Aktivitäten auf unserer Plattform zusammengestellt, um Ihnen zu helfen, Ihre Kampagnen zu optimieren und während einer längeren, dynamischeren Feiertags-Einkaufssaison wettbewerbsfähig zu bleiben.</p> <h2 class="wp-block-heading">Was der Anstieg der Frühkäufe für Ihre Marketingstrategie zum Black Friday und Cyber Monday bedeutet </h2> <p>Traditionell stellen der Black Friday und der Cyber Monday die Höhepunkte der Ausgaben während des Sales-Wochenendes dar. Jetzt beginnt die Action aber schon lange vorher. Unsere Plattformdaten zeigen, dass die Ausgaben für Medien im Einzelhandel bereits Mitte November zu steigen beginnen und in den Tagen vor dem Black Friday kontinuierlich zunehmen.</p> <p>Dieser Trend zeichnet sich schon seit einiger Zeit ab. Zwischen 2019 und 2023 stiegen die globalen Ausgaben für Medien im Einzelhandel in den zwei Wochen vor dem Black Friday um 17 %, wobei der Anteil an den Gesamtausgaben von 24 % auf 28 % stieg. In der Zwischenzeit ist der Anteil der Medienausgaben des Einzelhandels während des Black Friday und des Cyber Monday im Jahr 2023 im Vergleich zu 2019 um 13 % gesunken.</p> <figure class="wp-block-image size-large"><img fetchpriority="high" decoding="async" width="1024" height="450" src="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-1024x450.jpg" alt="" class="wp-image-9015764" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-1024x450.jpg 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-768x338.jpg 768w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-1536x675.jpg 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-2048x900.jpg 2048w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-621x273.jpg 621w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-540x237.jpg 540w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-695x306.jpg 695w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-350x154.jpg 350w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-397x175.jpg 397w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-1080x475.jpg 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-1600x704.jpg 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-173x76.jpg 173w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-172x76.jpg 172w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-01-1-92x40.jpg 92w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Was ist der Grund für diese Veränderung?</p> <p>Die Gewohnheiten der Verbraucher haben sich verändert, vor allem nach der COVID-19 Pandemie, die die Verlagerung zum Online-Shopping beschleunigt hat. Die Verbraucher warten nicht mehr auf einen bestimmten Tag, um die besten Deals zu ergattern. Immer mehr Einzelhändler bieten den ganzen Monat über Sonderangebote an, so dass sie über einen längeren Zeitraum einkaufen.</p> <p>Während sich die Ausgaben für Medien und die Aktivitäten der Verbraucher über die traditionellen Verkaufstage hinaus ausdehnen, verzeichnete der Cyber Monday 2023 in Europa ein Umsatzplus<a href="https://www.salesforce.com/au/news/press-releases/2023/11/28/salesforce-data-reveals-record-breaking-cyber-week-298b-in-global-digital-sales-51b-in-ai-influenced-purchases/" target="_blank" rel="noreferrer noopener"> von 10 %</a>  im Vergleich zum Vorjahr.</p> <p>Die sich entwickelnde Marktsituation bietet die Möglichkeit, die Aufmerksamkeit der Verbraucher frühzeitig zu gewinnen und sie über den Black Friday und Cyber Monday aufrechtzuerhalten, wenn die Werbeaktivitäten in der Regel ihren Höhepunkt erreichen. Diese breitere Strategie zur Kundenbindung kann Ihnen dabei helfen, die Sichtbarkeit zu maximieren und den Umsatz Ihrer Marke während der gesamten Saison zu steigern, indem Sie Ihre Werbekampagnen an das sich ändernde Einkaufsverhalten anpassen.</p> <h2 class="wp-block-heading">Der Kampf um Aufmerksamkeit: TKPs auf dem Vormarsch</h2> <p>Beachten Sie bei der Planung Ihrer Kampagnenbudgets und -strategien für die Feiertage, dass eine erhöhte Anzeigenaktivität zu mehr Wettbewerb und damit zu höheren Werbekosten führt.</p> <p>Unsere Plattformdaten zeigen, dass die TKPs Mitte November stetig ansteigen und am Tag nach dem Black Friday ihren Höhepunkt erreichen. Im Jahr 2023 stiegen die durchschnittlichen TKPs in der Zeit zwischen Black Friday und Cyber Monday um 25 % im Vergleich zur ersten Novemberwoche.</p> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="450" src="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-1024x450.jpg" alt="" class="wp-image-9015772" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-1024x450.jpg 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-768x338.jpg 768w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-1536x675.jpg 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-2048x900.jpg 2048w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-621x273.jpg 621w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-540x237.jpg 540w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-695x306.jpg 695w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-350x154.jpg 350w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-397x175.jpg 397w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-1080x475.jpg 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-1600x704.jpg 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-173x76.jpg 173w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-172x76.jpg 172w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-02-1-92x40.jpg 92w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Der Anstieg der TKPs ist ein klares Zeichen dafür, dass der Wettbewerb um Werbeplätze früher beginnt und während des gesamten Sales-Wochenendes anhält. Sie sollten sich überlegen, wie Sie Ihr Budget am besten verteilen, um während dieses verlängerten Zeitfensters präsent zu bleiben.</p> <p>Wenden Sie sich an Ihren DSP, um eine Anpassung Ihrer Gebote zu besprechen, oder passen Sie die Gebote manuell an, um sie an die erwarteten TKP-Anstiege anzupassen. Überwachen Sie außerdem die wöchentlichen Berichte genau. Wenn Sie Schwierigkeiten haben, Ihre Impressionen zu skalieren und Ihre Ziele zu erreichen, kann dies an einem stärkeren Wettbewerb liegen, der die TKPs in die Höhe treibt.</p> <p>Eine proaktive Anpassung Ihrer Gebote kann dazu beitragen, die Dynamik Ihrer Kampagne aufrechtzuerhalten und sicherzustellen, dass Sie Ihre  <a href="https://www.indexexchange.com/de/video-series/addressability-loesungen-zeit-nach-cookies/">Zielgruppe</a> in dieser Zeit erreichen.</p> <h2 class="wp-block-heading">Erreichen Sie die Verbraucher dort, wo sie sich aufhalten: Verstehen Sie die sich entwickelnden Nutzungsmuster für Content</h2> <p>Um Ihr Budget und das Engagement Ihres Publikums zu maximieren, sollten Sie Ihre Kampagnen auf die Inhalte abstimmen, die während der Urlaubszeit am meisten Anklang finden.</p> <p>Unsere Plattformdaten aus dem Jahr 2023 zeigen, dass in den Tagen vor dem Black Friday die TV- und Filminhalte um 20 % zunahmen, da sich die Familien darauf einstellten, die Zeit gemeinsam zu genießen. Wie an den meisten Wochenenden und Feiertagen ging der Konsum von Nachrichten und politischen Inhalten zurück, da die Verbraucher eine Pause von den Nachrichtenzyklen einlegten. </p> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="450" src="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-1024x450.jpg" alt="" class="wp-image-9015741" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-1024x450.jpg 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-768x338.jpg 768w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-1536x675.jpg 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-2048x900.jpg 2048w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-621x273.jpg 621w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-540x237.jpg 540w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-695x306.jpg 695w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-350x154.jpg 350w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-397x175.jpg 397w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-1080x475.jpg 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-1600x704.jpg 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-173x76.jpg 173w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-172x76.jpg 172w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Cyber-Monday-Insights-SEDACH-03-1-92x40.jpg 92w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Um die Skalierung in Zeiten hoher Nachfrage zu optimieren, sollten Sie auf die Content-Genre abzielen, in denen das Angebot besonders hoch ist, wie zum Beispiel Film und Fernsehen und nicht auf Genres mit geringerer Skalierung, wie Nachrichten und Politik. Indem Sie Ihre Anzeigen kontextabhängig auf Genres mit hohem Angebot ausrichten, können Sie das Engagement jetzt erhöhen und Ihre Deal-Strategien für künftige Feiertage festlegen.</p> <h2 class="wp-block-heading">Machen Sie das Beste aus Ihrem Black Friday und Cyber Monday Marketing</h2> <p>Beim Beginn der Feiertags-Shopping-Saison geht es nicht mehr nur um den Black Friday und den Cyber Monday. Es ist ein Marathon, der lange vor dem Sales-Wochenende beginnt und sich über das gesamte Wochenende erstreckt.</p> <p>Um Kunden zu gewinnen und den Umsatz für Ihre Marke zu maximieren, sollten Sie Ihre Kampagnen ganzheitlich betrachten. Sie sollten Ihr Budget verteilen und <a href="https://www.indexexchange.com/de/2024/06/26/entfesseln-sie-die-macht-der-curation-mit-index-marketplaces/">die Ausgaben</a> über dieses erweiterte Zeitfenster <a href="https://www.indexexchange.com/de/2024/06/26/entfesseln-sie-die-macht-der-curation-mit-index-marketplaces/">optimieren</a>, um frühe Käufer zu erreichen, den Schwung beizubehalten und effektiv zu konkurrieren, wenn <a href="https://www.indexexchange.com/2023/11/15/business-insider-increases-cpms-outstream-ad-unit/" target="_blank" rel="noreferrer noopener">die TKPs in die Höhe schnellen</a>.</p> <p><em>Erfahren Sie, wie unsere </em><em>Black Friday und Cyber Monday </em><em>Inventory Packages Ihre Sichtbarkeit in dieser Einkaufssaison erhöhen können.</em></p> <div class="wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex"> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://www.indexexchange.com/de/inventory-packages/black-friday/">Legen Sie los</a></div> </div> <p></p> <div class="author-bio__wrap"> <div> <div class="author-bio"> <div class="col-md-2 author-avatar"> <img class="avatar avatar-90 photo" src="https://s46182.pcdn.co/wp-content/uploads/2024/10/cropped-T0A6N8UG1-U06V1S5CT4P-bf049018f95c-512-96x96.png" alt="Caley Lewis" /> </div> <div class="col-md-10 author-description"> <h4>Caley Lewis</h4> <span class="author-position">VP, Buyer Development, Americas</span> <p class="m-0">Caley Lewis ist eine erfahrene Vertriebsleiterin mit über 10 Jahren Erfahrung in der Ad-Tech-Branche. Als Leiterin des Buyer Development Teams für ganz Amerika bei Index Exchange ist Caley Lewis maßgeblich daran beteiligt, das Umsatzwachstum voranzutreiben und strategische Partnerschaften mit Kunden zu schmieden. Dank ihrer umfassenden Kenntnisse der Branche und ihrer Leidenschaft für Technologie und Startups kann Caley die sich entwickelnde Landschaft der Ad Tech mit Leichtigkeit navigieren. In ihrer Freizeit entwickelt sie gerne neue Produkte mit einem von ihr mitgegründeten Unternehmen, feuert die Kansas City Chiefs an und verbringt Zeit mit ihrer Familie.</p> </div> </div> </div> </div> <a href="https://www.indexexchange.com/de/blog/" class="read-more back"> <span class="mr-1"><svg width="15" height="13" viewBox="0 0 15 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M8.40087 11.4375L12.1997 7.30415H0V5.74859H12.1997L8.40087 1.61526L9.57308 0.526367L15 6.52637L9.57308 12.5264L8.40087 11.4375Z" fill="currentColor"/> </svg> </span> Zurück zum Blog </a> </div> </article> </main> </div> <aside class="widget-area col-12 col-xl-auto py-xl-5 pl-xl-0"> <div class="widget-area__content"> <section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"></section><section 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