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.075);--tbla-focus-ring-width:.25rem;--tbla-focus-ring-opacity:.25;--tbla-focus-ring-color:rgba(13, 110, 253, .25);--tbla-form-valid-color:#198754;--tbla-form-valid-border-color:#198754;--tbla-form-invalid-color:#dc3545;--tbla-form-invalid-border-color:#dc3545}*,:after,:before{box-sizing:border-box}*{margin:0}body{line-height:1.5;-webkit-font-smoothing:antialiased}img,picture,svg{display:block;max-width:100%}input{font:inherit}h1,h3,p{overflow-wrap:break-word}ul{margin:0;padding:0}.container,.container-fluid{--tbla-gutter-x:1.5rem;--tbla-gutter-y:0;width:100%;padding-right:calc(var(--tbla-gutter-x) * .5);padding-left:calc(var(--tbla-gutter-x) * .5);margin-right:auto;margin-left:auto}@media (min-width:768px){.container{max-width:720px}}@media (min-width:992px){.container{max-width:960px}}@media (min-width:1200px){.container{max-width:1140px}}@media 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href="https://www.taboola.com/de/marketing-hub/topics/solutions/content-marketing/" title="Content-Marketing">Content-Marketing</a> </p> <h1 class="hero-title font-size-md-lg my-md-4 mb-4 text-color-deep font-weight-semibold" itemprop="headline"> Context is King – Contextual Targeting, die Zukunft des digitalen Marketings </h1> <div class="post-info-meta"> <p class="text-color-deep-shade-1 font-weight-light font-size-sm font-size--responsive-sm"> <span class="font-weight-semibold"> Von </span> <span itemprop="author" itemscope itemtype="https://schema.org/Person"> <a class="font-weight-semibold no-line text-color-deep font-weight-medium link-hover-underline link-hover-color--blue" itemprop="name" href="https://www.taboola.com/de/author/taboola/" title="Editorial Team "> Editorial Team </a> </span> <i class="middot d-inline-block mx-1">   </i> <span class=""> 5 Minuten Lesezeit </span> <i class="middot d-inline-block mx-1">   </i> <time class="" itemprop="datePublished" datetime="2022-Mar-Wed"> 16. Mar 2022 </time> </p> </div> </div> <div class="col-12 col-md-6 text-end order-1 order-md-2 mb-4 mb-md-0"> <picture class="image d-inline"> <source type="image/webp" srcset="https://www.taboola.com/wp-content/uploads-neo/2024/12/img-Context_Is_King-2.jpg.webp" data-sizes="100w" /> <source srcset="https://www.taboola.com/wp-content/uploads-neo/2024/12/img-Context_Is_King-2.jpg" data-sizes="100w" type="image/jpeg" /> <img alt="" class="lazy" src="https://www.taboola.com/wp-content/uploads-neo/2024/12/img-Context_Is_King-2-1024x640-lqip.jpg" width="1024" data-src="https://www.taboola.com/wp-content/uploads-neo/2024/12/img-Context_Is_King-2.jpg" data-srcset="https://www.taboola.com/wp-content/uploads-neo/2024/12/img-Context_Is_King-2-300x188.jpg 300w, https://www.taboola.com/wp-content/uploads-neo/2024/12/img-Context_Is_King-2-1024x640.jpg 768w" data-sizes="100w" itemprop="image" /> </picture> </div> </div> </header> </div> </section> <section class="px-2 px-md-0 py-md-5 py-4"> <div 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14.6115 8.74157 14.5052L7.53892 13.3026C7.43265 13.1963 7.43265 13.024 7.53892 12.9177Z" fill="#002852" /> </svg> <span class="invisible font-size-xs text-color-deep position-absolute">Copied!</span> </a> </div> <div class="sidebar-cta background-color-blue border-radius-10 p-4"> <h3 class="cta-title text-color-white mb-4 mt-2 line-height-2">Erstelle deine <br /> erste Kampagne <br /> mit Taboola!</h3> <a href=" https://signup.taboola.com/join" class="btn btn-style--mint w-fit mb-4" target="_self"> Jetzt starten</a> <img src="https://www.taboola.com/wp-content/uploads-neo/2024/11/cta_sidebar.png" alt="Sidebar CTA" class="mb-2 d-block mx-auto"> </div> </aside> </div> <div class="col-12 col-md-7 col-xl-8"> <div class="entry-content" itemprop="articleBody"> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Joshua Bell ist musikalischer Leiter der Academy of St. Martin in the Fields, Solist und ehemaliges Wunderkind – mit anderen Worten, er ist einer der talentiertesten Namen in der Welt der klassischen Musik.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Er beschloss, ein „Experiment“ als Straßenmusiker an einer <a href="https://www.classicfm.com/artists/joshua-bell/guides/busking-subway/"><u data-redactor-tag="u">Metrostation in Washington </u></a>durchzuführen. Bell spielte vor mehr als 1.000 Menschen, aber nur sieben blieben stehen, um zuzuhören.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Warum?</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Seinem musikalisches Genie fehlte der Kontext. Keiner wusste wer er war, es gab keine Ankündigung und die Menschen um ihn herum waren nicht darauf eingestellt in einer hektische U-Bahn-Station beruhigenden Melodien zu geniessen.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Lass uns diese Metapher im digitalen Marketing anwenden. Die Umgebung deiner Anzeige oder der Kontext, in dem sie geschaltet wurde, ist genauso wichtig wie die Person für die sie geschaltet wurde.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep"><em data-redactor-tag="em">Du kennst sicher den Spruch </em>„<em data-redactor-tag="em">Content</em><em data-redactor-tag="em"> is King“. In der digitalen Marketingwelt ist Kontext jetzt der neue König.</em></p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Aber was genau bedeutet Kontext und wie kannst du kontextuelles <u data-redactor-tag="u">Targeting</u> auf Nachrichtenseiten verwenden, um sicherzustellen, dass deine digitalen Werbemaßnahmen bei deiner Zielgruppe ankommen?</p> <h2 class="font-weight-bold font-size-md mb-4 text-color-deep">Wie Nachrichten Vertrauen bieten und Kontext schaffen</h2> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Was deine Anzeigen auf einer Seite umgibt und der Moment, in dem sie angezeigt wird, ist marketingtechnisch gesehen genauso wichtig wie die Person, für die sie geschaltet wurde. Immer mehr Werbetreibende lernen, dass Nachrichtenseiten den idealen Kontext für diese Bedingungen bieten. Auf Nachrichtenseiten platzierte Anzeigen werden in einer vertrauenswürdigen Umgebung geschaltet und bieten Werbetreibenden so die Möglichkeit, im richtigen Kontext angezeigt zu werden. In einer aktuellen <a href="https://www.iab.com/insights/the-news-trust-halo-how-advertising-in-news-benefits-brands/"><u data-redactor-tag="u">Studie des IAB </u></a>gaben 84% der Leser:innen von Nachrichtenseiten an, dass sie Marken, die in ihren bevorzugten Nachrichtenquellen werben, eher vertrauen. IAB bezeichnet dies als „The News Trust Halo“.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep"><img decoding="async" loading="lazy" class="aligncenter wp-image-7143 size-full" src="https://www.taboola.com//wp-content/uploads-neo/2024/12/img_6230f967ca5a8.png" alt="" width="978" height="861" srcset="https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f967ca5a8.png 978w, https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f967ca5a8-300x264.png 300w, https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f967ca5a8-768x676.png 768w" sizes="auto, (max-width: 978px) 100vw, 978px" /></p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">(<a href="https://www.iab.com/wp-content/uploads-neo/2020/10/IAB-Research-Report_Value-of-News_102720Final1.pdf"><u data-redactor-tag="u">Quelle</u></a>)</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Zusätzlich gaben viele Teilnehmende an, sich eher mit den Marken zu beschäftigen, die auf ihren beliebtesten Nachrichtenseiten platziert sind:</p> <ul class="font-weight-regular mb-4 text-color-deep ms-4"> <li class="mb-2 line-height-8">45% der Teilnehmer:innen gaben an, dass sie auf diesem Weg die Webseite der Marke eher besuchen</li> <li class="mb-2 line-height-8">43% der Teilnehmer:innen gaben an, dass sie so einen Kauf bei der Marke eher in Betracht ziehen würden</li> </ul> <h2 class="font-weight-bold font-size-md mb-4 text-color-deep">Das Problem mit (und die Lösung für) Social und Suchmaschinen-Umgebungen</h2> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Die oben genannten Studienergebnisse sind ein wichtiger Indikator. Insbesondere in einer Zeit, in der Soziale Medien und Suchmaschinen-Umgebungen übersättigt sind ODER die Performance kostspielig ist.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Das Problem ist, dass Anzeigen in diesen Umgebungen:</p> <ul class="font-weight-regular mb-4 text-color-deep ms-4"> <li class="mb-2 line-height-8">neben nutzergenerierten Inhalten (UGC) platziert werden, die Marken nicht kontrollieren können.</li> <li class="mb-2 line-height-8">übersprungen werden, wenn sie vor einem Video auftauchen, das jemand unbedingt sehen möchte.</li> <li class="mb-2 line-height-8">in einer völlig irrelevanten Umgebung platziert sind, wo sie sofort ignoriert werden.</li> </ul> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">In einigen Fällen kann die Schaltung in den Sozialen Medien allein nicht ausreichen. Dies war bei der Universal Music Group (UMG) der Fall, einem Taboola Kunden, der die Heavy-Metal-Band Metallica vertritt.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep"><a href="https://www.taboola.com/resources/case-studies/universal-music-group-metallica?_gl=1*gljs2x*_ga*MTc0NjQyMTAyNy4xNjI3OTg1ODY2*_ga_ERHENNM7DM*MTYyOTE4NjA0Ni4xMS4wLjE2MjkxODYwNDYuNjA."><u data-redactor-tag="u">UMG wandte sich an das Premium-Publisher-Netzwerk von Taboola</u></a>, nachdem sie festgestellt hatten, dass hochwertige Zielgruppen auf dem deutschen Markt nicht über die Sozialen Medien erreicht werden konnten. Die Kampagne verzeichnete mit Taboola in nur vier Wochen mehr als 260.000 Videoimpressionen.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep"><img decoding="async" loading="lazy" class="aligncenter wp-image-7144 size-full" src="https://www.taboola.com//wp-content/uploads-neo/2024/12/img_6230f968c43a3.png" alt="" width="967" height="600" srcset="https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f968c43a3.png 967w, https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f968c43a3-300x186.png 300w, https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f968c43a3-768x477.png 768w" sizes="auto, (max-width: 967px) 100vw, 967px" /></p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">(<a href="https://www.taboola.com/resources/case-studies/universal-music-group-metallica?_gl=1*1o5wj9y*_ga*MTc0NjQyMTAyNy4xNjI3OTg1ODY2*_ga_ERHENNM7DM*MTYyOTE4NjA0Ni4xMS4wLjE2MjkxODYwNDYuNjA."><u data-redactor-tag="u">Quelle</u></a>)</p> <h2 class="font-weight-bold font-size-md mb-4 text-color-deep">Kontextbezogenes Targeting hilft Marken, mit Datenschutzänderungen besser umzugehen</h2> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Als Bonus ist Contextual Targeting auch eine Lösung für die aufkommenden Datenschutzbedenken, mit denen viele Marken konfrontiert sind.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Im Jahr 2021 und darüber hinaus sehen wir große Fortschritte beim Schutz der Privatsphäre der Benutzer:innen – einschließlich der <u data-redactor-tag="u">Abschaffung von Drittanbieter-Cookies</u>. Dies geht einher mit der Begrenzung der Anzahl personenbezogener Daten, auf die Werbetreibende zugreifen können.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Für viele Werbetreibende stellt dies ein großes Problem dar. Sie sind außerhalb von sozialen Plattformen wie Instagram und Facebook und Videoplattformen wie YouTube traditionell stark auf Datenquellen von Drittanbietern angewiesen, um die richtige Zielgruppe zu erreichen. Und da der Datenschutz immer strenger wird, wird diese Taktik immer schwieriger.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Kontextbezogenes Targeting auf Nachrichtenseiten kann Teil der Lösung sein. Marken können so die Nachrichtenthemen auswählen, neben denen sie erscheinen wollen, sowie die Publikationen selektieren, mit denen sie in Verbindung gebracht werden möchten.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Nehmen wir zum Beispiel ImmoScout24, die führende Online-Plattform für Wohn- und Gewerbeimmobilien in Deutschland, die ihre Zielgruppe in hohem Maße erreichen wollte.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">ImmoScout24 nutzte in seiner Video-Kampagne kontextbezogene Targeting-Technologie von Taboola, um Zielgruppen zu erreichen, die bereits relevante Inhalte konsumierten. Das Unternehmen generierte mit seiner Taboola Kampagne über 345.000 komplettierte Videoaufrufe. Zudem führten die Video-Platzierungen via Taboola dabei zu geringeren Kosten pro komplettierter Ansicht (CPCV) und einer besseren Abschlussrate als die Facebook-Anzeigen.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep"><img decoding="async" loading="lazy" class="aligncenter wp-image-7145 size-full" src="https://www.taboola.com//wp-content/uploads-neo/2024/12/img_6230f9696bc51.jpg" alt="" width="561" height="545" srcset="https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f9696bc51.jpg 561w, https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f9696bc51-300x291.jpg 300w" sizes="auto, (max-width: 561px) 100vw, 561px" /></p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">(<a href="https://www.taboola.com/de/resources/case-studies/immoscout24">Quelle</a>)</p> <h2 class="font-weight-bold font-size-md mb-4 text-color-deep">Wie Contextual Targeting (wirklich) funktioniert</h2> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Beim Kontext-Targeting geht es um das Verständnis deiner idealen Zielgruppe. Du musst die Arten von Seiten und Artikeln kennen, an denen deine Zielgruppe am meisten interessiert ist.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Seit seiner Gründung verarbeitet Taboola kontinuierlich riesige Mengen kontextueller Signale. Dies hat dazu beigetragen, einen Algorithmus für maschinelles Lernen zu entwickeln, der die Beziehung zwischen dem Text in einem Artikel und der kontextuellen Klassifizierung der Seite versteht.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Das hilft uns, die Anzeigen unserer Partner auf Seiten zu platzieren, auf denen die User wirklich hinschauen – und zwar mit unglaublichen Ergebnissen.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep"><a href="https://www.taboola.com/resources/case-studies/naked-wines?_gl=1*aqctau*_ga*MTc0NjQyMTAyNy4xNjI3OTg1ODY2*_ga_ERHENNM7DM*MTYyOTE4NjA0Ni4xMS4wLjE2MjkxODYwNDYuNjA."><u data-redactor-tag="u">Naked Wines hat dies aus erster Hand erfahren</u></a>, als sie sich entschieden mit Taboola zusammenzuarbeiten, um neue Anmeldungen für ihren kundenfinanzierten Weinservice zu gewinnen.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Die Kampagne nutzte kontextuelles Targeting (neben anderen Tools und Funktionen) und verzeichnete in acht Monaten unglaubliche 8.000 Anmeldungen in Großbritannien, den USA und Australien. Man sah zudem einen um 33% höheren Lifetime Value (LTV).</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep"><img decoding="async" loading="lazy" class="aligncenter wp-image-7146 size-full" src="https://www.taboola.com//wp-content/uploads-neo/2024/12/img_6230f96a22b45.png" alt="" width="966" height="688" srcset="https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f96a22b45.png 966w, https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f96a22b45-300x214.png 300w, https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f96a22b45-768x547.png 768w" sizes="auto, (max-width: 966px) 100vw, 966px" /></p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Taboola bietet First-Party-Cookies. Als Discovery-Plattform wollen wir die Kampagnen unserer Publisher-Partner „zukunftssicher“ machen, speziell wenn Drittanbieter-Cookies nicht mehr verfügbar sind.</p> <h2 class="font-weight-bold font-size-md mb-4 text-color-deep">Die Zukunft ist hier – Bist du bereit?</h2> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Die Zukunft des digitalen Marketings und User-Engagements rückt immer näher. Behalte den Kontext im Auge, wenn du dein Targeting und die Platzierung deiner Anzeigen evaluierst.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep"><img decoding="async" loading="lazy" class="aligncenter wp-image-7147 size-full" src="https://www.taboola.com//wp-content/uploads-neo/2024/12/img_6230f96aa8348.jpg" alt="" width="629" height="573" srcset="https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f96aa8348.jpg 629w, https://www.taboola.com/wp-content/uploads-neo/2024/12/img_6230f96aa8348-300x273.jpg 300w" sizes="auto, (max-width: 629px) 100vw, 629px" /></p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Denke bei der Entwicklung deines Media-Mix an kontextbezogene Targeting-Kampagnen. Kontaktiere uns, wenn du mehr darüber erfahren möchtest, wie Taboola dir zum Erfolg verhelfen kann.</p> <p class="font-weight-regular line-height-8 mb-4 text-color-deep">Erstelle noch heute deine Content-Kampagne!</p> </div> </div> </div> </div> </section> </article> <section class="related-posts py-4 py-md-5 px-2 px-md-0"> <div class="container"> <div class="row "> <div class="col-md-12 "> <hr class="color-gray "> </hr> <p class="font-weight-bold font-size-xxxl mb-4 pb-2 pt-4 text-color-deep p"> Verwandte Artikel </p> </div> </div> <div class="row "> <article class="blog-item col-12 col-md-6 col-lg-4 d-flex flex-column "> <a href="https://www.taboola.com/de/marketing-hub/best-ai-marketing-tools/"> <picture class="image d-inline-block mb-4 border-radius-20"> <source srcset="https://www.taboola.com/wp-content/uploads-neo/2024/11/best-ai-marketing-tools.jpg" data-sizes="100w" type="image/jpeg" /> <img alt="best ai marketing tools" class="lazy" src="https://www.taboola.com/wp-content/uploads-neo/2024/11/best-ai-marketing-tools-1024x683-lqip.jpg" width="1024" data-src="https://www.taboola.com/wp-content/uploads-neo/2024/11/best-ai-marketing-tools.jpg" data-srcset="https://www.taboola.com/wp-content/uploads-neo/2024/11/best-ai-marketing-tools-300x200.jpg 300w, https://www.taboola.com/wp-content/uploads-neo/2024/11/best-ai-marketing-tools-1024x683.jpg 768w" data-sizes="100w" itemprop="image" /> </picture> </a> <p class="text-transform-uppercase letter-spacing-1 text-color-deep mb-3 text-color-deep"> <a class="no-line text-color-deep font-size-xs font-weight-semibold letter-spacing-2" href="https://www.taboola.com/de/marketing-hub/topics/channels/display-ads/" title="Display-Anzeigen">Display-Anzeigen</a> </p> <h2 class="text-color-deep font-size-sm font-weight-semibold mb-3 line-height-5 flex-grow-1"> <a href="https://www.taboola.com/de/marketing-hub/best-ai-marketing-tools/" class="no-line text-color-deep"> Die besten KI-Marketing-Tools</a> </h2> <div class="excerpt mb-3 mt-auto "> <p class="font-weight-light line-height-5 pe-2 text-color-deep">Entdecke die 15 besten KI-Marketing-Tools für deinen Geschäftserfolg. 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