Drive has announced a suite of more than 12 new products for 2024.
Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its automotive content, to diversify across topics and channels and address the rapidly evolving market.
According to research by Drive, more than 72% of consumers turn to online research when purchasing a car, and more than 56% with children say information from online sources now has greater influence on final decisions than information provided by dealers.
“Drive recognises that consumers are seeking a breadth of information from a range of online sources before they purchase their next vehicle. In response, Drive has expanded its reach to meet consumers across a full range of channels,” Drive chief executive Simon Halfhide says
“We are connecting data and insights from across the Drive network with a range of clever new content formats, interactive tools and technology, including AI, to deliver the most comprehensive information to help consumers next car research and buying process easier than ever,” he says.
Nine’s Chief Data Officer Suzie Cardwell has announced a Nine and Drive data partnership in 2024. A new Customer Data Platform will be introduced across the Nine group which will integrate Drive’s data.
This will give Drive advertisers access to unique data solutions and targeting capability to reach car buyers across the Nine family of brands which include nine.com.au, Nine now, The Sydney Morning Herald, The Age, Pedestrian, Domain and Stan for example.
“The 12 new initiatives we have unveiled for 2024 are innovative automotive content products which will give brands the opportunity to connect with their target audiences in new and exciting ways,” Halfhide says.
Drive’s 2024 announcements include an all-new Drive Marketplace (H1 2024): A data-driven, integrated, and reimagined quality cars for sale marketplace.
Nine continues to help Drive support its broadcast TV expansion, with five new formats:
• Drive TV’s first prime audience slots across both Nine and Nine Rush (Q1 2024)
• Drive F.A.S.T. Channel: Australia’s only 24/7 automotive video on demand channel) H2 2024)
• Drive TV and Getaway: An integrated Drive segment within Nine’s longest and most successful travel program, Getaway (Q1 2024)
• A new Drive TV series dedicated to editorial reviews (Q1 2024)
• A 2024 Drive Car of the Year Special featuring and promoting award winners at scale (Q1 2024)
Drive TV will also complete its Electric documentary series with built from the ground up and concluding with the buyer’s guide in Q1 and Q2 respectively.
Nine and Drive will partner in 2024 to introduce a new Customer Data Platform across the Nine group. This partnership will look to provide Drive with greater capabilities and data solutions for advertisers looking to reach car buyers across the Nine family of brands.
Drive now has an upscaled video production team to create a range of video products to help every brand tell its own story, regardless of the channel.
Growing this offer further, Drive has announced:
• Discover 360: A new car viewing platform from Drive brand studios (Q1 2024)
• Brand content landing pages: A collation of each brand’s content in one handy page (Q1 2024)
• Drive digital out of home: In Partnership with Vista, amplified automotive content available on a national scale (available now)
• Drive and Fabulate influence network partnership: Drive and Fabulate talent help brands reach TikTok and Instagram audiences (Q1 2024)
• Drive Brand Studios Attention Engine: Data-driven content briefs developed by an A.I. Analytics and Insights department to support advertisers in reaching their audiences (H1 2024)
“These exciting announcements mean we can share this responsible content even more widely. We look forward to reaching all of our audience in an impactful and helpful way in 2024,” Halfhide says.
