Seven West Media and News Corp Australia have announced a partnership to innovate and disrupt the automotive advertising category.
Announced at this morning’s Allfronts, the initiative ensigned to drive awareness and advocacy through to purchase, a new marketing platform, ‘Navigate Auto’, will provide advertisers with a powerful new way to reach the highly sought-after category of those intending to buy a vehicle.
In market next week, Navigate Auto is a one-stop media package that includes:
- The combined strengths of Seven and News Corp’s research and data, that together provide the best consumer insights and audience targeting in the market.
- The creation of talent-fronted video and information content, featuring opinions and reviews from the two companies’ deep pool of lifestyle and motoring experts.
- The strategic and targeted implementation of video, editorial, and product placement creative across all consumer touch points of Seven’s and News Corp’s market-leading broadcast, print, BVOD, digital and social ecosystems.
- A national reach of 6.1 million auto-intenders, which covers 95 per cent of all available intenders in metro markets.
The number of Navigate Auto packages will be limited across the year.
Both Seven and News Corp have one dedicated point of contact and delivery teams offering end to end solution and implementation across both companies.
Seven’s chief revenue officer, Kurt Burnette, said: “Buying a car is more than weighing up functionality. It’s a lifestyle decision – how will this brand and model facilitate the lifestyle I want to have?
“We know that 98 per cent of auto intenders are engaging with lifestyle and news content regularly, so by drawing on the combined scale and might of Seven and News’ insights, data, creativity, talent, media brands and reach, we will work side by side with our advertising partners to supercharge their existing brand creative and messaging.
“Make no mistake, this will change the game. A fully integrated bespoke offering, across all touch points, to help consumers navigate the path to purchase.”
News Corp Australia’s managing director of national sales, Lou Barrett, said: “News Corp is delighted to join forces with Seven Network in Navigate.
“For our auto clients, this is an innovative opportunity to unite the strength of two great media companies to deliver powerful insights, campaigns and results.