Media releases are provided as is by companies and have not been edited or checked for accuracy. Any queries should be directed to the company itself.

drive.com.au races past the million milestone

  • 10 May, 2006 11:45

<p>Reports swing to small car searches
Revamps news and reviews section
Gives away Porsche, Mercedes-Benz and BMW</p>
<p>Sydney, 10 May, 2006 – drive.com.au recorded over one million unique browsers across drive.com.au and partner sites* in April, fuelled by a marketing campaign offering visitors the chance to win eight BMWs.</p>
<p>Marking another milestone for the motoring website of Fairfax Digital, The Age and The Sydney Morning Herald, the number of unique browsers coming directly to drive.com.au has doubled since July 2005**. The site now also promotes over 50,000 cars to search from through an interactive environment that clearly services the market (see end of media release for drive.com.au performance statistics).</p>
<p>“The shift we’ve seen in car search habits suggests that economic influences are impacting greatly on car buying preferences,” commented Ms. Coffey on the state of the automotive market. “For example, in April 2005 a large car was the most searched for new model on the website. In stark contrast, in April 2006 a small car was the most searched for new car model on drive.com.au.</p>
<p>“The rising price of petrol is the obvious reason for this change in search habits. Our news and reviews move with this trend, offering articles and advice that resonate in the current climate.”</p>
<p>Innovative News and Reviews relaunch
This week drive.com.au launched a new editorial section featuring 24/7 breaking news feeds and an increased focus on video road tests and news pieces updated daily, offering users an entertaining and unique platform for accessing this information.</p>
<p>Improved search functionality and an expanded research and advice centre helps Australians obtain the car knowledge necessary when buying and selling a vehicle.</p>
<p>Also drive.com.au is leading the way in offering a personalised service allowing users to ask editor Toby Hagon questions on specific car purchases. Users can now also access a technical expert on questions relating to mechanical problems.</p>
<p>New advertising spots will be introduced that take advantage of the new layout, providing increased opportunities for manufacturers to reach drive.com.au’s audience of car buyers, sellers, researchers and enthusiasts.</p>
<p>Continued promotion to drive results
“Win a weekend away” is drive.com.au’s current major promotion. Running until 3 July, it gives everyone the chance to win one of eight weekends away driving one of the following dream cars:</p>
<p> BMW Z4
 BMW M3
 Porsche Boxster
 Mercedes CLK
 Mercedes SLK</p>
<p>Coffey said, “Our BMW giveaway attracted a huge 630,000 entries, showing that offering premium prizes drives results for our advertisers and us. It’s the role of classifieds sites to provide a vibrant marketplace for both buyers and sellers to stimulate interaction. We’re doing this with our innovative approach in a competitive market, as evidenced by the fact that drive.com.au was the fastest-growing classified website in the automotive category for the month***.”</p>
<p>drive.com.au performance statistics
 Moved from number four to number two in the automotive classifieds market since July 2005*
 104 per cent growth since July 2005, making drive.com.au the fastest mover in the category. Category average growth was 39 per cent**
 Video downloads increased from over 40,000 in October 2005 to over 125,000 in April 2006****</p>
<p>*Source: Nielsen//NetRatings, Market Intelligence, Publisher Level: April 2006
**Source: Nielsen//NetRatings, Market Intelligence, Site Level: July 2005; and April 2006
*** Source: Nielsen//NetRatings, Market Intelligence, Site Level: April 2006
**** Source: drive.com.au Internal Statistics, October 2005; and April 2006
-ends-</p>
<p>About drive.com.au
Established in 1999, drive.com.au is a leading Australian automotive website. It offers comprehensive information an all aspects of buying, selling and researching cars. drive.com.au is part of Fairfax Digital. drive.com.au provides content to Yahoo! Australia &amp; NZ Cars and Web Publications Pty Ltd, publishers of the autoweb.com.au and autospeed.com automotive websites. drive.com.au also
boasts strategic partnerships with industry leaders such as Search on Google, Overture, and Sensis. For more information visit www.drive.com.au.</p>
<p>For more information or to speak with Julie Coffey, General Manager of drive.com.au please contact:</p>
<p>Gerard Mansour, Red Agency, 02 9955 7877/0411 349 476, Gerard.mansour@redagency.com.au</p>

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