The Guardian has launched a new native advertising offering, Hosted by the Guardian, allowing brands to host their own content on site instead of working with the publisher to align themselves with editorially-led native features.
It means advertisers create the content themselves, instead of the publisher creating content on behalf of the brands in a native editorial format that doesn’t feature products or information about the brands, as is the case with Guardian Labs.
The Hosted platform can shape part of a display campaign, Labs campaign or sit on its own, in the form of videos, galleries or articles.
The format was tested with Renault, who trialled a series of videos to market its design competition with Central St Martins as part of an overall promotion of its electric car Zoe. The publisher claims the videos delivered a 60% view-through rate from over 25,000 unique visitors, with a further 4% clicking through to the Renault website.
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."