TikTok isn’t just where consumers spend their time – it’s where they discover, research, and make purchasing decisions, even large ones, like the purchase of a new car. That is why, TikTok are excited to introduce Automotive Ads – a new performance ad solution that allows advertisers to leverage their current catalogue of available cars to easily target high-intent users with a vehicle that’s right for them.
Data from TikTok underscores their community’s interest in automotive discovery and its impact on purchasing decisions:
- 37% of TikTok users over the age of 18 are in the market for a new or used vehicle.
- 56% of TikTok users watch reviews and discover new vehicle models on TikTok.
- 44% of TikTok users say that creator content is important or very important in influencing their purchase or lease decision.
Live on TikTok now, advertisers can find Automotive Ads with the Lead Generation objective on TikTok Ads Manager, helping optimise for events including leads, clicks, page views, or on-site actions. With easy campaign setup and reduced creative blockers, OEMs using Automotive Ads have seen an average CPA improvement of more than 40% after one month.
Automotive Ads creative formats
- Video + Product Card: Pair engaging video that our users expect from TikTok with personalized and shoppable product recommendations from your catalog.
- Multi-link Carousel Card: No video, no problem. Upload your catalog to TikTok and launch ads with minimal lift, pulling images straight from your catalog. Each image is mapped to its unique URL destination.
Types of Automotive Ads
There are two types of Automotive Ads: Inventory Ads and Model Ads. Inventory ads promote individual VINs (typically used by dealers and marketplaces), while Model Ads promote models, trims, and offers (typically used by OEMs).
Automotive Ads for Inventory – Built for and alongside our dealership and marketplace partners, Inventory Ads require minimal setup, drive high-quality traffic, and boost leads. Features like automated creative pulls and advanced vehicle matching simplify campaign management, allowing dealerships to focus on growth with a streamlined, high-impact approach.
Automotive Ads for Models – Designed for OEMs, Model Ads make it easy to drive strong TikTok performance with a simple, lightweight catalog setup and quick campaign launch. Our shoppable video format lets OEMs leverage existing creative to effectively drive results, all within a seamless, streamlined process.
TikTok is bringing the magic of curating feeds to curating the car buying experience with the introduction of new Automotive Ads. Over the last year, we’ve partnered with dealers and manufacturers to develop a new way for them to launch full-tier campaigns that connect national, regional, and local strategies on TikTok. With almost 1 in 3 TikTok users in-market for a new vehicle, Automotive Ads are the perfect way for the industry to build an experience to reach users with the right content, the right product, at the right time.
– Ahmed Iqbal, Head of Industry for Automotive, TikTok
As the automotive industry continues to adapt to the evolving digital marketplace, TikTok Automotive Ads stand out as a tailored solution designed to meet these unique challenges head-on. By offering a range of customizable and user-friendly advertising options, these ads not only enhance the visibility of automotive inventories but also streamline the path to purchase, making it easier for consumers to make informed decisions quickly.
