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Last year, the architectural digest changed its electronic trading strategy. After adding associated links to her “Open Door” series YouTube, which introduced the decorated dwelling of celebrities in 2021, she began publishing viewers from the Google video platform on her own website to buy decor.
“It’s a much, much deeper and richer user experience to go to our site.” He is fully shopped there and is visual. We can place photos of all items, ”set Amy Astley, global editorial director of Architectural Digest, on the latest episode of Podcast Digiday.
The shift of the strategy has coincided with a publication that has doubled its income from the trade in the last two years. And it’s not like the previous approach to inserting associated links to the platform in YouTube video descriptions. However, it seems to have a place on your own AD website for people to buy products listed in the “Open Door” videos.
“We have seen a four -time increase in the” Open Door “income from shopping on the web,” Astley said, noting that the ad was emphasized by the link to the web in a clipped comment at the top of the YouTube video comments.
Now Ad is preparing another main update of its business strategy. In March, the publication plans to restore the property on a shopping trade with advertising, which was launched in January 2024 and is home to the “Open Door” products as well as shopping by manually selected by their own team AD, including Astley.
“The main reworking we are looking for this year is much more leaning into our employees, more leaning towards editors and designers, and more integrates all the purchasing content into everything we do,” Astley said.
Here are several peaks from the conversation that have been modified for length and clarity.
A new business approach AD in 2025
We click on our 100 designers, our AD Pro director designers and our own team here and it really pumps it even more. We work at the crossing to the category of the home choir, which is not where we have ever played. I am excited to move into the smell in April.
Business operations
We have six people in our team. In 2021, when we started experimenting with the shop, we had half the head we shared somewhere else in the company. Now we are happily employees at six, which is larger than last year. We have producers; We have electronic trading writers; We have one strategic person who really understands the whole layman of the country.
We experimented mainly with [commerce] In Instagram stories. And we did not get into resistance from readers or any specific interconnection problems. I think it could be even more sophisticated than it is currently. If shopping [on Instagram]One day you didn’t have to walk out of place [that] would be incredible. That would be a kind of dream.
Pinterest trade
You would expect an ad on the Pinterest boards, because it is such a visual brand and it is actually a good source of recommendations.
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