Guardian launches ‘Hosted by’ platform to allow brands to showcase their own content
The Guardian has launched a new offering, allowing brands to host their own content on its website.
The advertiser-created content differs from the site’s existing native advertising offering, which sees The Guardian create content on behalf of brands that is aligned to their customers’ interests, but not about the brands themselves.
The ‘Hosted by the Guardian’ offering will allow brands talk about themselves, with The Guardian helping them find an audience by promoting the content elsewhere on the site.
The launch follows a trial involving Renault in the UK which hosted videos to promote the car brand’s design competition.
The Australian arm of book-seller Dymocks is the first brand to use the product locally, hosting a series promoting summer reads for the Christmas holidays.
Sue Bobbermein, PR manager at Dymocks – retail, said in the Guardian announcement: “The ‘Hosted by’ format provided us with access to a strong, progressive audience whilst maintaining our brand message.
“Dymocks’ partnership with the Guardian has allowed us to tap into a whole new audience of book-lovers and deliver our vision of sharing the life-changing magic of books. The Guardian is innovative, open to new ideas and has offered strategic recommendations to help us reach new customers.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
I saw some dog content hosted by the pavement the other day.
User ID not verified.