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drive.com.au nears the million mark early in 2006

  • 07 March, 2006 11:27

<p>32 per cent increase in unique browsers
98 per cent increase in new car leads
Manufacturer ad spend doubles
Free petrol offer attracts 151,000 entries</p>
<p>Sydney, 7 March, 2006– drive.com.au, the motoring website of Fairfax Digital, The Age and The Sydney Morning Herald, had a record February, recording over 900,000 unique browsers across drive.com.au and partner sites*, overtaking its nearest competitor.</p>
<p>This result is a staggering 32 per cent** increase on January, which is even more impressive when compared with a category increase of only 5 per cent.</p>
<p>drive.com.au’s national expansion push also continues apace with all states recording significant levels of growth. For example, the West Australian audience grew by over 170 per cent, the Queensland audience grew by 120 per cent and South Australia grew by 156 per cent****.</p>
<p>“Our valued dealer clients have reaped the rewards of drive.com.au’s ongoing mass market appeal, with the number of new car leads almost doubling and used car leads increasing by 90 per cent***,” commented Ms. Julie Coffey, General Manager of drive.com.au. “This shows that our dealer clients are continually receiving genuine sales leads as a result of our outstanding ability to attract the most qualified car buying audience.</p>
<p>“We’ve seen a 37 per cent increase in the number of dealers advertising on drive.com.au in the past year***. There has also been a similar increase in the number of vehicles they’re advertising on the site.”</p>
<p>Advertising investment by manufacturers on drive.com.au increased by 216 per cent*****, echoing recent reports that online spend is firmly cemented in the marketing budgets of manufacturers.</p>
<p>Commenting on the benefits of strong marketing, Coffey said: “Our advertising and promotions strategy is hitting the mark with our unique browsers skyrocketing across a range of demographics. As an example, we’ve seen an increase of 37 per cent in cars under $10,000 being sold on drive.com.au***.</p>
<p>“Further validating our strategy, the ‘Win $100 Petrol a Day’ promotion which ran through February attracted a massive 151,000 entries and the ‘Win The Pirelli 2006 Calendar’ set pulses racing.”</p>
<p>The next major drive.com.au promotion gives browsers the chance to win a BMW a week for eight weeks. Coffey said, “Given the strong response generated through the offer of petrol, we’re expecting an even better response when not one but eight cars can be won.”</p>
<p>*Source: Nielsen//NetRatings, Market Intelligence, Publisher Level: February 2006
**Source: Nielsen//NetRatings, Market Intelligence, Site Level: February 2006
***Source: drive.com.au internal logs, January 2005 – January 2006
****Source: Omniture, SiteCatalyst, February 2005 to February 2006
*****Source: drive.com.au internal logs, July – December 2004 vs July – December 2005</p>
<p>-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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