Australian automotive lifestyle network Drive has unveiled an end-to-end, full service automotive media solution for brands at its 2025 upfronts.
An expanded suite of TV offerings, video products and a marketplace product will support brands in moving consumers through all phases of the buyer journey with the network's average monthly audience of 2.7 million Australians.
Drive Launchpad offers partners the chance to involve customers in launches and amplify key messages with bespoke TV series/episodes, while Storylines is a vertical video network that's been built in collaboration with sustainable technology provider, SeenThis.
The new channel delivers instant-loading, high-definition 9:16 videos, combining mobile first video formats with audience-targeting capabilities, while also being compatible with Drive Crowds, a revamped data platform.
Drive Crowds is powered by Nine’s reach of 22 million registered users to provide businesses with real-time audience insights. Bringing together more than 40 data sources across the Nine Group, Drive Crowds will aim to give brands the power to target people who are starting to look at purchasing their next vehicle in the coming months.
Six independent TV formats, including two new offerings, with custom brand specials across lifestyle, educational, driveaway, review and Getawayprograms, were also introduced.
Drive Brand Studios are bespoke content offerings focused on brand storytelling and customer engagement, including digital custom magazines that allow brands to utilise Drive’s commercial journalists and designers.
Discover 360 provides access to Australian destinations, with the retail division offering 3D stores for selling various accessories to Drive’s audience, while Drive Learn contains product education content for dealers and consumers.
Drive NUSED - a cars for sale marketplace platform - was also launched, and from 2025, consumers will be able to search for their next car featuring dealer only listings that are in-stock and ready to drive away with remaining manufacturers warranties.
Drive CEO Simon Halfhide said as economic conditions continue to impact Australian homes, Drive is seeing more car buyers undergoing research before they purchase their next vehicle.
"In fact, our latest research shows that more than one in three (35%) people are using online resources to help make the final decision about their new car. This creates a big opportunity for car brands," he said.
“To help these brands cut through the noise, Drive is continuing to redefine the automotive landscape by setting new standards for how brands connect with consumers. At this year’s upfronts we have shared a new range of product options so that brands can meet consumers where they are in their car buying journey."
Drive's director of media, Carl Davies, said 2024 has been anything but business as usual.
"We’ve seen a record number of brands enter the Australian market, which is making it even harder to cut through, so, from end-to-end, we are redefining how brands innovate their automotive strategies, right across the entire Drive architecture and into the wider Nine ecosystem," he said.
"No other automotive content publisher can offer this yet, so we are excited to unlock all the potential these car brands have to offer in 2025."
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