Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia.
Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation as Australia’s most authoritative destination for automotive content to diversify across topics and channels and address the rapidly evolving market.
“The Australian car market has seen unprecedented change in recent years with new brand entrants and electric vehicle sales growing each month. For most consumers, it’s been years since they last changed their car. Navigating the evolving market, the new technologies and brands can be daunting. Drive’s vision is to create the future of automotive in Australia and help consumers navigate what can at times seem like a challenging purchase,” said Drive CEO Simon Halfhide.
According to research by Drive, more than 70 per cent of consumers (72 per cent) turn to online research when purchasing a car, and more than 1 in 2 consumers (56 per cent) 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. 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,” Halfhide said.
As part of Drive’s Upfronts, Nine’s Chief Data Officer Suzie Cardwell also 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.
“Just as consumer content consumption is evolving, automotive brands are seeking new and innovative ways to reach and influence car buyers. The 12 new initiatives we have unveiled for 2024 are innovative automotive content products that will give brands the opportunity to connect with their target audiences in new and exciting ways,” said Halfhide.
Harnessing broadcast TV, data-driven marketing, the latest technologies in interactive video, A.I. and more, Drive has curated these upfronts to take new cars to experiential heights for future buyers.
Drive’s 2024 Upfront announcements include:
An all-new Drive Marketplace (H1 2024): A data-driven, integrated, and reimagined quality cars for sale marketplace.
Expansion of Drive TV: Nine has continued to help Drive support its broadcast TV expansion, with five new formats available to cater for the range of car topics consumers engage with – from deeper reviews, awards and latest new car launches, to aspirational escapes and lifestyle themes, there’s a format for all drivers now available through Drive TV on Nine.
- 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 built from the ground up and conclude with the buyer’s guide in Q1 and Q2 respectively.
Nine Data Partnership (H2 2024): 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 Brand Studios Expansion: Automotive brand-funded content has seen significant growth in volume and engagement in 2023, with further growth on the horizon. To showcase cars as exciting, immersive, and integral parts of our everyday life, Drive now has an upscaled video production team to create a range of video products to help every brand tell its own unique and differentiated 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 helps 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)
“We’re aware of the responsibility we have as an automotive editorial leader to provide trusted advice to our consumers. These exciting announcements mean we can share this responsible content even more widely,” said Halfhide. “We look forward to reaching all of our audience in an impactful and helpful way in 2024”.
Please login with linkedin to comment
drive.com.auLatest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.