Guardian Rolls Out U.S. Redesign with Eye Toward Native Ads
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London-based Guardian News and Media is introducing a redesign of its U.S. website on Wednesday that gives marketers a broader canvas for not only banner ads but also content-marketing products. Nissan is sponsoring the rollout with a website takeover beginning Monday for its Leaf electric car. That campaign doesn’t include native ads, but Guardian executives said branded content is likely coming soon to the redesigned U.S. site.
“We’re trying to bring elegance back into marketing,” said Carter Brokaw, executive VP-commercial at Guardian U.S. “People come to us for content and we want to create a platform where marketers can share their content.”
The Guardian’s move to encourage sponsored content comes after another U.K. newspaper, the Daily Mail, hired BuzzFeed’s Jon Steinberg in June to serve as its CEO for North America. Mr. Steinberg immediately got to work selling native ads, which seek to mimic editorial content. Mr. Steinberg has even put Daily Mail journalists to work cranking out content for advertisers.
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