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TRANSFORMING DESIGN INTO NEW CULTURES
2021
AGENDA Teaser 2021 ● The AD Brand ● Audience ● AD Touchpoints ● Content Universe ● 2021 Spotlights ● Integration Partners
THE AD BRAND
AD ARCHITECTURAL DIGEST
VISIONARY DESIGN INSPIRATION
A global brand that lives and breathes
design and sets the bar for style.
With a heritage of 100 years and a network
of leading international creatives, AD
brings traditional and contemporary spirit
together in a new culture of living and
working.
4
"The year 2020 rings in the decade of
home."
Consumers are still choosing to stay at home.
Despite lockdowns easing, restrictions lifting, and
many consumer businesses reopening, the home
continues to be the hub of all activities.*
* Accenture COVID-19 Consumer Pulse Research—Wave 7: “How is COVID-19
changing the retail consumer?” Data-driven insights into consumer behavior
5
TREND-SETTING
VALUE &
PERFORMANCE
PROMISE
VISIONARY IN
TRANSFORMING
DESIGN INTO
NEW CULTURE
OF WORKING &
SOPHISTICATED LIVING
COSMOPOLITAN
ÄSTHETISCH
NETWORK
Sally Fuls Style
THE AD EXPERTS
Valerie Präkelt
Digital & Social
Department Leads
Karin Jaeger
Interior, Kitchen, Bath Oliver Jahn Editor in Chief
Bettina Schneuer Kirschblütenblog, 20,7k Follower, Instagram
Real Estate
& New Work The AD team behind the AD universe’s unique premium
content
Our department leads curate the most relevant topics,
Dr. Simone Herrmann unearth hidden treasures, and guarantee the AD
Jewellery
community that content has maximum visibility across
Bettina Hollweg Natascha Like, 11k Follower, Instagram
all channels.
GLAMOUR
Andreas Kühnlein Inka Baron Art 7
Architecture Direction
OUR NETWORK OF EXPERTS
THe branch’s key opinion leaders - AD
Jules Villbrandt
Stefanie Neureuter
GLAMOUR
Lisa Hahnbück, 113k Follower, Instagram
community and readers
Stefan Höglmeier
Miriam Müller Kirschblütenblog, 20,7k Follower, Instagram La Petite Olga, 19,9k Follower, Instagram
GLAMOUR
Antonius
Robert Stephan Schimmelbusch
A one-of-a-kind network of architects, interior
designers, real estate developers, artist, and
influencers
AD had always worked together with the best creative
talent on the local an international level - an exciting
Bettina Hollweg Natascha Like, 11k Follower, Instagram Josieloves, 53,2k Follower, Instagram
network of like-minded people.
GLAMOUR
Stephanie
8
Pierre Yovanovitch Thatenhorst
OUR USP - YOUR BENEFIT
CONTINUITY RELEVANT AUDIENCE
For more than 20 years, AD Germany has AD readers and users are a balanced mix
delivered unique content and exceptional of men and woman of the “right” age (30-
quality across all touchpoints. 55) with a high net household income (min.
3890 euros).
UNRIVALED HIGH STANDARDS & STYLE
AD Germany is the platform for curated The AD community is linked by a common
interiors and stories, with an unrivaled philosophy and an uncompromising value
presence in all areas - whether print, system that consistently chooses high
digital, social media or events. standards and singularity. In all purchasing
decisions, quality comes before price.
9
OUR BRAND POSTITION 12% INCREASE IN
SUBSCRIBTIONS*
INSTAGRAM
NR.1
126.000
4.8M
FOLLOWERS PINTEREST
ARCHITECTU VIEWERS
MONTHLY
RE /INTERIOR
MAGAZINE
IN THE DACH
REGION
*zu Q2/2020 vs. Q2 /2019 **Unique User YTD Reichweitenzuwachs
31% WEBSITE GROWTH
/ UNIQUE USER**OUR AUDIENCE
AD TARGET AUDIENCE
Sophistication at its best
The AD audience enjoys a high-end lifestyle. Readers and
users are particulary interested in architecture, design, art,
and culture. They are the driving force behind new cultures of
living and working.
AD target audience members are men and women in equal
numbers - academics between the ages of 30 and 55. With
their strong purchasing power, the are free to pursue their
desire for sophisticated style.
AD Architectural Digest is always there for its audience as a
source of inspiration and good taste.
12OUR DISCERNING
60%
of AD Users are willing to spend large
sums on furnishing, and on their houses
The AD reader/user...
...in the perfect age group: 63% are between the age of 20
and 49*
...in a high income group:: 67% have a net household
income of 3.500 € or more**
...well-educated: 72% completed university quarlifications
with or without a (technical) university degree**
...luxury-oriented: 40% are luxury consumers**
and apartments**
...Home owners: 10% are planning to buy a house or
apartment within the next year or two**
...in key positions: 65% swork in architecture, deisgn, real
estate, and planning,, 70% of them at management level**
Quelle: *AGOF Digital (06/20); **AWA 2020; Basis: Gesamtbevölkerung ab 14 J
13FACTS & FIGURES
MAGAZINE
Total sales: 39.060 copies*
Audience: 244k** readers per copy
WEBSITE & MOBILE
Unique users: ca. 490k***
Reach: 2.64m.
Newsletter recipients: 30k****
SOCIAL MEDIA REACH****
126k 125k 4,7m 16,6k 55
*) IVW III. Quartal 2020 **) AWA 2020 (Basis gesamt) ***) AD inkl. Netzwerk: agof digital
14
facts August 2020 (GG +16 Jahre) ****) Interne Messung Oktober 2020OUR TOUCHPOINTS
TOUCHPOINTS
since 2020
AD Germany
official & exclusive media partner of
Homo FaberOUR CONTENT UNIVERSE
OUR HIGHLIGHTS 2021
AD
CONTENT HUBS
DIGITAL FIRST
KITCHEN AD
NEW WORK SALONS
BATH
REAL ESTATE AD
CULTURE CONSULTANCY
18AD CONTENT HUBS
New
In the AD content universe, the following topics are continuously
expanded, building a deep content hub on all platforms.
● KITCHEN from September 2020
● NEW WORK from November 2020
● BATH from March 2021
● REAL ESTATE from Q2/2021
→ Generating new target groups. Content is tailored to users’
interests and needs.
→ Potential for year-round cooperation with pertners from the
respective branches.
→ New marketing products with a clear focus on continuity,
Real New interaction, and connection.
Kitchen Bath
Estate Work
The four verticals represent flagship content embedded in the
content universe of AD, which includes not only the world of
interior design, but also mobility, watches and jewelry.
19AD KITCHEN
Spotlight
from September 2020
● Strategic content and marketing strategy in the area of
kitchens, kitchen planning, food experiences, and culinary
delights.
● 150 content pieces each quarter (Print, Digital, Social)
● Targeted content strategy for all AD channels in the
categories::
○ Küche des Monats (Kitchen of the month)
○ Gruß aus der Küche (Greetings from the kitchen)
○ Directory of kitchen manufacturers and partners
○ Küchen Steckbriefe (Featured kitchens)
○ Geschmacksfragen (Matters of the taste)
● AD kitchen supplement relaunch
● 48% growth in the kitchen universe
20AD NEW WORK
Spotlight
from Q4 /2020 with the kick-off AD issue, “NEW WORK”
● Strategic content and marketing strategy launched in the
November issue 11/20.
● Interpretation, information, and inspiration for the daily
needs of emloyees and employers in changing times.
What does the future of work look like and waht will be the
influence of architects and interior designers on changes in
the home and in the business world?
● 150 content pieces each quarterl (print, digital, social)
● Targeted content strategy for all AD channels including:
○ New experienced editor for Real Estate & New Work:
Bettina Schneuer
○ New marketing initiative from Q1/2021
21AD BATH
Spotlight
from Q1/2021
● Strategic content and marketing strategy for both B2B and
B2C. Thematically organized around the topics bathroom
interiors, fittings, and wellness. The next generation of
bathrooms as lifestyle spaces (for relaxation, for “me” time,
for self-awareness)
+ Presentation alternative to industry shows like ISH, etc.
● 150 Contentpieces each quarter (print, digital, social)
● Targeted content strategy for all AD channels including:
○ Bathroom updates on Pinterest walls
○ Presentation of new products to make up for
cancelled industry trade shows and events
22AD REAL ESTATE
Spotlight
from Q2 /2021
● Expanded content and digital focus on real estate in the
sectors:
● COMMERCIAL REAL ESTATE
● PRIVATE RESIDENTIAL
● NEW WORK / OFFICE SPACES
○ re
● 150 content pieces each quarter (print, digital, social)
● Targeted content strategy for all AD channels including:
○ New experienced editor for Real Estate & New Work:
Bettina Schneuer
○ New marketing initiative from Q2/2021
23AD 2021 - MONTHLY AGENDA
AD showcases diverse special topics presented throughout the year as the focus of that month’s main issue, AD website content,
and social content. The digital spotlights (KITCHEN, NEW WORK, BATH and NEW WORK) are also integrated into the print content.
The Best Creatives City & Country Getting Older Italy Redo / Reuse /
Specials: beds, Specials: outdoors, Specials: rugs & Specials: Salone Reinvent
consumer electronics lamps, flooring, materials & Preview, Italian design, creative conversion
NEW WORK NEW WORK / BATH fabrics watches concepts
REAL ESTATE
Supplement: BATH
Feb Mar Apr May Jun
Love Indulgence Best of Germany Rebels Winter
Specials: smart homes Specials: beds, Specials: lamps, NEW Specials: indulgence,
watches WORK holidays, entertaining
Supplement: REAL
ESTATE Supplement: KITCHEN Supplement: Watches Supplement: REAL
& Jewelry ESTATE
Jul / Aug Sep Oct Nov Dec / Jan
24DIGITAL
& AD
02/21
FEBRUARY: THE BEST CREATIVES
Special topics:
New Work, beds, consumer electronics
“AD introduces the industry’s 100 best creatives and takes a
behind-the-scenes look at their working processes”
Kitch
en
Bath
INFLUENCER
Real
INSTAGRAM Estate
CAMPAIGN New
Work
SOCIAL REACH:
4.7m contacts in 2019
25DIGITAL
& AD
03/21
MARCH: CITY & COUNTRY
Special topics:
outdoors, lamps
“work+live: the new urbanity & rediscovery of country
livings”
Kitch
en
BadBat
h
Real
Estate
New
Work
26DIGITAL
& AD
04/21
APRIL: GETTING OLDER
Special topics:
rugs & flooring, Munich Stoff Frühling
“How do we grow old? New life & lifestyle concepts”
Kitch
en
Bath
Real
Estate
New
Work
27DIGITAL
& AD
05/21
MAI: ITALY
Special topics:
new watches
“Salone preview and Italian design & architecture”
Kitch
en
BadBat
h
Real
Estate
New
Work
28DIGITAL
& AD
06/21
JUNE:
REDO, REUSE, REINVENT
Supplement: Bath
“Inventions and creative conversion concepts”
Kitch
en
BathBa
d
Real
Estate
New
Work
29DIGITAL
& AD
07+08
JULY/AUGUST: LOVE
Supplement: real estate and home technology
“The home as relationship space: love and the obsession
with collections, objects, homes, apartments, and design
pieces - love stories and background””
Küche
Bad
Real
Estate
New
Work
30DIGITAL
& AD
09/21
SEPTEMBER: INDULGENCE
Supplement: kitchen
Special topics: beds, watches
“Moments of indulgence for your home”
Küche
Kitch
en
Bath
Real
Estate
New
Work
31DIGITAL
& AD
10/21
OKTOBER: BEST OF
GERMANY
“Design, architecture, and lifestyle in Germany - and
the designers who make it happen””
Kitch
en
Bath
Real
Estate
New
Work
32DIGITAL
& AD
11/21
NOVEMBER: REBELS
Supplement: watches and jewelry
Special topic: lamps
“New and surprising impulses for life and work -
creative spirits”
Kitch
en
Bath
Real
Estate
New
Work
33DIGITAL
& AD
12+01
DECEMBER/JANUARY: WINTER
Supplement: real estate
Special topics: presents, tableware
“Entertaining - the holiday issue / wishes / parties /
taking stock”
Kitch
en
Bath
Real
Estate
New
Work
34AGENDA 2021
AD Issue Date of sale
AD 02/2021 05.01.2021
AD 03/2021 10.02.2021
AD 04/2021 10.03.2021
AD 05/2021 14.04.2021
AD 06/2021 12.05.2021
AD 07+08/2021 16.06.2021
AD 09/2021 11.08.2021
AD 10/2021 08.09.2021
AD 11/2021 13.10.2021
AD 12/21+01/21 10.11.2021
35AD SALONS 2021
NEW
AD SALONS 2021
„How to Live“
The new AD salons grew out of the AD DESIGN SUMMIT and are
the networking event for real estate and related industries.
In 2021, we’ll be delving into four different spaces, subject to
constant change, designed for living and working. We don’s
want to just talk, we want to get to the bottim of actual
manifestations. Hear inspiring ideas ar one-of-a-kind locations,
and engage in discussions with key opinion leaders and the
industry leaders of the day. We bring together big players - for
matchmaking, and for engaging with content and ideas. We
provide food for thoughts about transformations in the real
estate industry and in society - from new work to new
residential, from urban development to the rediscovery of
country living.
„How to Live“: a vision of life and work in the future.
37AD SALON 2021
Event teaser
Q1 „Re-Work“
RE-WORK - Munich -
Location: new concepts of working
Q2 „Re-Unite“
RE-INVENT - Uckermark -
Location: co-working project in the countryside
RE-UNITE RE-TAIL Q3 „Re-Tail“ (tbd)
- Hamburg -
Location: innovative retail space / Speicherstadt
Q4 „Re-Invent“
- Berlin -
Location: Tacheles / conversion concepts
38EVENT
CONCEPT
Network
NETWORKING
SPECIAL LOCATIONS
Information
Inspiration
Exchange
PANEL TALK
DINNER EXPERIENCE AWARD AD SALON 2021
18.09.2019AD SALON 2021
Agenda teaser
● four day-long events with lectures, keynotes, panel
talks, and open discussions in an exclusive setting at a
one-of-a-kind location
MUNICH HAMBURG ● around 50 pax per event from the real estate
development, investment, architecture, and design
sectors
● followed by a get-together / dinner
Advantage
● exclusive guest list
● Combination of networking and workshop / masterclass
● special highlight - from a trend safari to acooking class -
always includes an unforgettable moment.
OFF-SITE BERLIN 40over AD SALON 2021
85%
Communication
AD salons are an experiential, exclusive format for the
discussion of hot topics in real estate and society. In parallel,
three pillars of profound communication spread the salon
content year-round, making it available to a wider public.
1. General event communication: live reporting,
livestreaming, Salon report, etc*
2. AD exclusive video documentation with a focus on
digital and social*
3. PR Buzz - Creating Relevance: cooperation between
AD and relevant media / platforms / institutions /
of 2,000 global consumers reveal that
initiatives.
a blend of both digital and physical
channel experiences is their *including integration of sponsors in the respective
cooperation packages.
preferred way to interact with brands
4112.06.20
AD CULTURE CONSULTANCY
New
For over 100 years, AD Architectural Digest has been at the
side of trail-blazing interior designers, architects, and lovers of
design. Our aim: To get to the heart of design beyond
superficial trends and rop open doors to previously hidden
worlds. AD Culture Consultancy builds on this tradition of
expertise - a think tank that links the editorial expertise of AD
with a global network of specialists.
AD Culture Consultancy develops strategies for transforming
new and old rooms an buildings into eloquent spaces -
places for living and being. We don’t see work life and
private life as antitheses. For AD, architecture and culture
have always gone hand in hand.
43AD LEGACY
AD
THINK TANK
AD
AD
CULTURE
EDITORIAL
journalistic content
CONSULTANCY
expertise Real Estate & New
Work / Transformation
44HOW AD CULTURE CONSULTANCY WORKS
Concept and Design Identity and Communications
Placemaking and interior consulting (every building Branding, marketing concepts, and communication
and its environment is a unique experience) strategies for new and old buildings
Analysis and Consulting Redo, Reuse, Reinvent
The new New Work: transformation of work cultures Concepts for the revitalization, interim use, and
and the space in which they manifest conversion of existing real estate
45CASE STUDY: EUROBODEN
a transformational building for Euroboden
Together with the real estate developer Euroboden, AD Culture Consultancy created a vision for a new culture of
work. How do we want to work together in the future? How can rooms be designed to inspire creativity and
communication? Together, AD Culture Consultancy and Euroboden developed a new typology, a
“transformational building” that provides a highly flexible shell for any number of possible uses – putting us at the
spearhead of a new movement. Individualized floorplans instead of monotonous offices foster creativity and allow
people to meet. The project includes a foundational narrative, a comprehensive digital hub, a digital launch, and
a content concept and communication strategy.
46OUR TOUCHPOINTS
THE MAGAZINE
AD Architectural Digest is the interior design bible
Replete with powerful images and always state-of.art, AD
reports drom the frontiers of designs and informs 244,000
readers* each issue about what’s new in architecture, interior
design, art, and culture.
In its magazine, AD creates the perfect balance between
editorial content and advertising brands relevant to the
target group to capture the attention and interest of readers.
Haptic highlights such as ad specials with a luxury look and
samples complete the reading experience.
10 issues annually
*) AWA 2020 (Basis gesamt) 48SUPPLEMENTS
Single-focus AD supplements entertain and inspire reades
while providing key information about your products and their
creative added calue:
06/21 Bath
07+08/21 Real Estate I
09/21 Kitchen
11/21 Watches & Jewelry
12/21+01/22 Real Estate II
49WEBSITE
For 490k unique users a month*, ad-magazin.de is the go-to website
for the newest trends in architecture, design, interiors, and travel.
One-third of all users also engage with social media, in a mode of
inspiration and entertainment in which they are particularly open to
advertising and branding.
Most users are between the ages of 25 and 34, whereby older
users also make up a significant amount of traffic. This
underscores the significant buying power of most users, who
are particularly interested in real estate, lifestyle & design, as
well as finances, and art & culture.**
● Average session: 3.2 minutes
● Percentage of loyal users: 35% (users who visit AD online more
than 6 times)
● mobile / desktop
*) AD incl. network: agof digital facts June 2020 50
**) Google Analytics August 2020NEWSLETTER
30,000 subscribers stay on top of what’s new in the AD
universe through the newsletter.
This high-reach newsletter has an open rate of up to 30%.
For optimal utilization of this reach, newsletters can be
booked with a customized design & call to action.
Newsletters are always optimized for mobile devices.
Newsletters leave the editorial desk each Tuesday,
customized newsletters are always possible.
*) Internal E-Mail-Service-Provider October 2020 51INSTAGRAM
Almost 124k followers of @ad_germany keep up with
developments in the world of design on Instagram.
Exciting posts and stories, with a reach of 9.1 million and
224.745 story impressions and a marginal exit rate of 5.98%,
make the AD Instagram channel perfect fpr native
advertising.
Use this advertising-friendly environment with an Insta Story
Read - curated placement of your product on multiple story
slides.
* Internal measurement, 02.07. - 29.07.2020 Dashhudson 52PINTEREST
For the AD audience, the AD Pinterest channel is the source
of inspiration for lifestyle and working. Our exceptionally
designed moodboards and beautiful visual language have
captured the imagination of 42,000 followers.
With diverse pinboards on the topics of interiors, inside homes,
and travel, the AD Pinterest wall has to date generated 8.56
m. impressions and 326.930 interactions.
You too can become a part of the AD pinterest wall and use
this environment for native product placement.
Co-branded Pinterest walls on th topics:
● Redo, Re-Use, Re-Invent
● X-Mas
● Tableware
● Colors
● and individual
*) Internal measurement, 02.07. - 29.07.2020 53360° EXAMPLE: LIEBHERR
Best Case 1
Picture Picture
New
Work
Picture Picture
2/1 print ad in kitchen Sponsor of the Advertorial Insta Story Read
supplementt 09/20 social: Kitchen
54MULT-CHANNEL EXAMPLE: USM
Best Case 2
New
Work
Picture Picture Picture
Advertorial Customized Insta Story Read
NewsletterSUMMARY: COMMERCIAL MOMENTS 2021
Monthly
(Bouble issues 07+08/21 & 12/21+01/22) All year
Feb Mar Apr Ma Jun Jul Aug Sep Oct Nov De Jan
y c
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