Drive has unveiled an end-to-end, full service automotive media solution for brands at its 2025 upfronts. An expanded suite of TV offerings, innovative video products, and an all-new marketplace product, Drive NUSED will support brands in moving consumers through all phases of the buyer journey.
Drive.com.au, which reaches an average monthly audience of 2.7 million Australians – 1.2 million exclusively – is leveraging its role in shaping how Australians buy their next cars and engage with car brands.
“As economic conditions continue to impact Australian homes; we are understandably 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,” said Drive CEO Simon Halfhide.
“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. Whether it is discovering new cars at your price point or learning more about vehicle features, we now have the technology to support everyone at every stage”.
Drive unveiled eight new opportunities for automotive brands at its recent 2025 upfronts. The new formats, which extend beyond traditional display ads, offer endless opportunities for brands in 2025 across Drive’s diverse channel mix and the Nine network.
“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. 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,” said Carl Davies, director of media at Drive.
Drive’s 2025 upfronts announcements include:
Drive Launchpad: A new media launch event opportunity for automotive brands, offering partners the chance to involve customers in launches and amplify key messages like never before with bespoke TV series/episodes. This is particularly valuable for a new model launch or new brands entering the Australian marketplace.
Storylines: Australia’s first auto publisher vertical video network, which has been built in collaboration with sustainable technology provider, SeenThis. This new channel delivers instant-loading, high-definition 9:16 videos for a seamless viewing experience, with limited impact on the environment. This platform combines mobile first video formats with Australia’s most robust audience-targeting capabilities, marking it as a game-changer for digital video advertising. This is also compatible with Drive Crowds, meaning brands can target customers with the right videos and messages at the right time.
Drive Crowds: A revamped data platform powered by Nine’s extensive reach of 22 million registered users to provide businesses with real-time audience insights to achieve their objectives more quickly and efficiently. Bringing together more than 40 data sources across the Nine Group, Drive Crowds will give brands the power to target people who are starting to look at purchasing their next vehicle in the coming months.
Drive TV formats: Six independent TV formats, including two new offerings, with custom brand specials across lifestyle, educational, driveaway, review and Getaway programs, designed to align with various stages of the car buying journey.
Drive Brand Studios: 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 to directly reach their customer base.
Discover 360: Access to iconic Australian destinations, with the retail division offering 3D stores for selling various accessories to Drive’s audience.
Drive Learn: Product education content for dealers and consumers.
Drive NUSED: A differentiated, new and quality used cars for sale marketplace platform. From 2025, consumers will be able to search for their next car featuring dealer only listings that are in-stock and ready to driveaway with remaining manufacturers warranties.
“With the launch of these exciting products across the Drive ecosystem, we truly do have something for everyone. Not only will we be able to support car brands to secure tangible results, but we will also be providing invaluable resources for consumers navigating today’s economic realities. Drive is well-positioned to set new benchmarks in 2025, and we invite partners and automotive enthusiasts alike to join us on this exciting journey,” concluded Halfhide.
