The Guardian Launches New Advertiser-Created Branded Content Platform

The Guardian Launches New Advertiser-Created Branded Content Platform
SHARE
THIS



The Guardian is launching a brand new platform for advertiser-created content – ‘Hosted by the Guardian’ – which forms part of theguardian.com.

The full launch comes after a beta period working with a range of top brands including Renault who showcased three of their own videos to highlight their design competition with Central St Martins as part of an overall collaboration with the Guardian to promote their electric car ZOE. Manning Gottlieb brokered the deal.

‘Hosted by’ has been specially designed to host a range of advertiser’s own content – including videos, galleries and articles – to meet the demand from brands and creative agencies who are creating a wider range of advertising content, yet face challenges with distribution and finding a quality context. ‘Hosted by’ provides a premium environment for the content, and delivers a premium audience by leveraging its real-time insight and employing native traffic drivers from the main Guardian pages to promote the content. Campaigns run in the beta period have demonstrated a significantly high level of engagement as the readers actively choose to visit the content.

Results from Renault’s ‘Hosted by’ videos delivered a 60 per cent view-through rate from over 25,000 unique visitors, with a further 4 per cent clicking through to the Renault website. These results fed into the wider Guardian/Renault campaign that aimed to increase purchase intent by showing that with its design and tech led credentials, buying a ZOE was the smart choice. The overall campaign doubled awareness of the Renault ZOE, with a third of those who recalled the campaign claiming that they would consider buying an electric car in the future.

Adam Foley, commercial strategy director: “By creating ‘Hosted by’ we have answered a genuine industry problem faced by advertisers and agencies who create their own branded content and struggle with a suitable home – we have built a premium platform for advertisers own rich and diverse content that serves an interested audience and delivers guaranteed results. We’ve been working with a range of brands from different sectors and been honing the offering and banking a great set of results and campaigns. We’re excited to be opening this out to the market.”

Colette Casey, Manager, Brand Communications, Renault added: “Renault ZOE found the perfect partner in the Guardian for our On-Road-Revolution campaign. Not only were we able to bring together Renault’s strong brand partnerships around innovation and design, but using the Guardian’s all new ‘Hosted by’ format we were able to maintain our brand tone. The campaign was engaging, unique and innovative which is the standard we strive towards across all our communications, particularly brand partnerships.”

Locally , the ‘Hosted by’ format has been lbaunched with Dymocks, Australia’s leading book retailer . The timing couldn’t be more perfect as Dymocks have been able to host two of their own articles on summer reads ahead of the Christmas holiday period.

Sue Bobbermein, PR manager, Dymocks Retail:  ” 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 booklovers 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. Our shared aims of promoting literacy and a love of reading has helped us promote our brand values to a well-read compatible audience. “

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine