{"id":293866,"date":"2021-07-06T09:23:29","date_gmt":"2021-07-06T09:23:29","guid":{"rendered":"https:\/\/integralads.com\/insider\/ias-studie-twitter-in-feed-2\/"},"modified":"2023-08-09T18:00:52","modified_gmt":"2023-08-09T18:00:52","slug":"ias-studie-twitter-in-feed-2","status":"publish","type":"post","link":"https:\/\/integralads.com\/de\/insider\/ias-studie-twitter-in-feed-2\/","title":{"rendered":"IAS Studie: Twitter In-Feed"},"content":{"rendered":"<p><strong>IAS-Studie zeigt: Twitter-Nutzer*innen bevorzugen kontextrelevante Werbung und teilen ihre Daten f\u00fcr die Personalisierung<\/strong><\/p>\n<p>Twitter-Nutzer*innen bevorzugen kontextuell relevante In-Feed-Anzeigen. Im Ergebnis f\u00fchren sie zu einem verbesserten Ad Recall und Wiedererkennung der Marke. Dies ist das Ergebnis einer aktuellen Studie von Integral Ad Science (IAS), einem weltweit f\u00fchrenden Technologieanbieter f\u00fcr die Verifizierung von digitaler Werbung. Im Rahmen dieser Studie wurden \u00fcber 1.000 Konsument*innen in den USA \u00fcber ihre Wahrnehmung von Werbung und Inhalten innerhalb der dynamischen In-Feed-Umgebung von Twitter befragt.<\/p>\n<p>\u201eUnsere neueste Studie soll Advertiser dabei unterst\u00fctzen, die kontextuelle Relevanz ihrer Werbung in dynamischen Social-Media-Umgebungen effizienter zu steuern\u201c, so Tony Marlow, CMO von IAS. \u201eJeder Marketer m\u00f6chte qualitativ hochwertige Verbindungen mit seiner jeweiligen Zielgruppe herstellen. Daher arbeiten wir eng mit Twitter zusammen, um neue In-Feed-L\u00f6sungen f\u00fcr Markensicherheit und -eignung anzubieten, die sowohl die Relevanz als auch die Effektivit\u00e4t von Kampagnen erh\u00f6hen.\u201c<\/p>\n<p>Twitter ist daf\u00fcr bekannt, die Konsument*innen \u00fcber alle aktuellen Themen auf dem Laufenden zu halten. Das In-Feed-Werbeerlebnis liefert Twitter direkt im entsprechenden Newsfeed. \u00dcber das Social Media-Verhalten der Konsument*innen hat die aktuelle IAS Studie folgendes herausgefunden:<\/p>\n<ul>\n<li><strong>Konsument*innen bevorzugen das Smartphone f\u00fcr ihre Social-Media-Konsum<\/strong>: 73 Prozent der Befragten nutzen am liebsten ihr Smartphone, um auf soziale Medien zuzugreifen. 80 Prozent verbringen dabei mindestens zwei Stunden, rund einer von drei Konsument*innen sogar t\u00e4glich f\u00fcnf oder mehr Stunden in sozialen Medien. F\u00fcr Advertiser ergeben sich daraus effiziente M\u00f6glichkeiten, um ihre Anzeigen in Umgebungen wie Twitter zu platzieren.<\/li>\n<li><strong>Twitter In-Feed Ads ziehen die Aufmerksamkeit der Konsument*innen auf sich<\/strong>: Laut IAS-Studie haben sich 57 Prozent der Konsument*innen im vergangenen Jahr mit einer Anzeige auf Twitter besch\u00e4ftigt. Fast die H\u00e4lfte (46 Prozent) der Befragten gab an, dass sie sich eher mit In-Feed-Anzeigen auf Twitter befassen als mit Werbung im offenen Web.<\/li>\n<li><strong>Kontextrelevante Anzeigen steigern die Marken-Beliebtheit und -Erinnerung auf Twitte<\/strong>r: Twitter-Nutzer*innen sind laut der Studie an personalisierten Inhalten und In-Feed-Werbung interessiert, die kontextuell relevant zu angrenzenden Inhalten sind. 54 Prozent der Konsument*innen f\u00fchlen sich demnach besonders wohl dabei, mit Marken in Kontakt zu treten, die neben f\u00fcr sie personalisierten Inhalten in sozialen Netzwerken erscheinen. Mehr als drei Viertel (77 Prozent) geben zudem an, dass sie gerne Daten mit Twitter teilen, um das Werbeerlebnis zu verbessern. Dar\u00fcber hinaus sind 59 Prozent der festen \u00dcberzeugung, dass sie sich an eine In-Feed-Werbung besser erinnern w\u00fcrden, wenn diese zum inhaltlichen Kontext der Umgebung passt.<\/li>\n<\/ul>\n<p>Die neue Studie von IAS zeigt: In-Feed-Anzeigen k\u00f6nnen das Nutzererlebnis und das Engagement der Konsument*innen mit der Werbung im Twitter-Newsfeed deutlich verbessern. Die Ergebnisse basieren auf den Antworten von US-amerikanischen Twitter-Nutzer*innen im April 2021.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAS-Studie zeigt: Twitter-Nutzer*innen bevorzugen kontextrelevante Werbung und teilen ihre Daten f\u00fcr die Personalisierung Twitter-Nutzer*innen bevorzugen kontextuell relevante In-Feed-Anzeigen. Im Ergebnis f\u00fchren sie zu einem verbesserten Ad Recall und Wiedererkennung der Marke. Dies ist das Ergebnis einer aktuellen Studie von Integral&#8230;<\/p>\n","protected":false},"author":1,"featured_media":305824,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[139,140,106,2],"tags":[141,110,126,142],"class_list":["post-293866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contextual-targeting-de","category-research-de","category-studien-reports","category-unkategorisiert","tag-contextual","tag-research","tag-trends","tag-twitter"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IAS Studie: Twitter In-Feed - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/de\/insider\/ias-studie-twitter-in-feed-2\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS Studie: Twitter In-Feed\" \/>\n<meta property=\"og:description\" content=\"IAS-Studie zeigt: Twitter-Nutzer*innen bevorzugen kontextrelevante Werbung und teilen ihre Daten f\u00fcr die Personalisierung Twitter-Nutzer*innen bevorzugen kontextuell relevante In-Feed-Anzeigen. 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