Designed 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 sought-after car buyer.
The move comes close to three years after automotive digital business 112 and Fairfax Media’s Drive.com.au announced the formation of a 50:50 joint venture in the online new car sector.
The aim of that joint venture was to strengthen Drive.com.au’s position in market, and use it as a launch platform to create Australia’s premium destination for new car buyers. The JV never really delivered on that promise.
The new Seven/News partnership will help the companies position themselves better in market now that Fairfax’s Drive.com.au has the ability to partner with Nine’s CarAdvice after the merger of the companies is completed.
In market next week, Navigate Auto is promising a one-stop media package that includes:
• SWM & News Corp’s research and data that together provide consumer insights and audience targeting
• Talent-fronted video and information content, featuring opinions and reviews from the two companies’ pool of lifestyle and motoring experts
• Strategic and targeted implementation of video, editorial, and product placement creative across all consumer touchpoints of SWM 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% of all available intenders in metro markets.
SWM’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% 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 touchpoints, to help consumers navigate the path to purchase.”
News Corp Australia’s managing director 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. Our customers will sit at the heart of Navigate and we can’t wait to start working with Seven on a range of exciting initiatives and projects.”