The Guardian launches new branded content platform

“Hosted by” has been designed to host a range of advertiser’s own content

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

The publisher has explained that “Hosted by” has been 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.

Locally, the “Hosted by'” format has been launched with Dymocks, Australia’s leading book retailer.

Sue Bobbermein, PR manager, Dymocks Retail, said: “The ‘Hosted by’ format provided us with access to a strong progressive audience while 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.”

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