Discover TikTok Automotive Adsthe new advertising solution that's transforming automotive sales. Increase your engagement, optimize your ROI and reach actively searching buyers with TikTok's immersive formats.
Digitalization is transforming every aspect of our daily lives, and the automotive industry is no exception. Purchasing a vehicle is a complex process, requiring months of research and extensive customization of the customer experience. It is in this context that TikTok Automotive Ads enters the scene, offering automotive advertisers a revolutionary solution to reach their audiences with precision and efficiency. With the rise of e-commerce and changing purchasing behaviors, this innovation marks a turning point in digital advertising. But what is TikTok Automotive Ads and why you should integrate it into your marketing strategy? Find out everything you need to know.
The challenge of automotive advertising in the digital age
Car brands and dealerships face several major challenges in their quest to acquire customers:
- A long and complex purchasing path, with decision cycles that can last for months.
- The need for ultra-personalized marketing, each buyer having specific criteria for choosing their vehicle.
- A commitment that is difficult to maintain on the various digital platforms.
- Declining advertising performance on traditional platforms where saturation is high.
In this context, TikTok Automotive Ads presents itself as a high-performance alternative, combining a personalized approach and total immersion within an ecosystem where consumers spend more and more time.
TikTok Automotive Ads: a new approach to automotive marketing
TikTok Automotive Ads is an innovative advertising solution that leverages a catalog system to present vehicles to users based on their preferences and online activity. This approach optimizes the connection between consumers and the most relevant automotive offers.
Two advertising formats are available:
- Video + Product Card : Combines immersive video with personalized product sheets, allowing users to discover and purchase vehicles in just a few clicks.
- Multi-link Carousel Card : For brands that do not wish to use videos, this format highlights vehicles via interactive images taken directly from the catalog.
With these formats, TikTok makes the car buying experience more seamless and engaging.
Types of TikTok Automotive Ads
TikTok Automotive Ads fall into two main categories:
- Inventory Ads : Ideal for dealerships and marketplaces, this format promotes specific vehicles (VINs). It allows for simplified inventory management and targeted ads to attract serious buyers.
- Model Ads : Intended for automobile manufacturers (OEMs), this format highlights specific models and offers, with a focus on awareness and conversion.
These formats adapt to the specific needs of the different players in the automotive market.
Why is TikTok Automotive Ads a revolution?
1. An engaged and ready-to-buy audience
With nearly 37,% TikTok users actively looking for a vehicle, the platform positions itself as a strategic channel for automotive advertisers. Unlike traditional networks, where consumers are often passive in the face of advertising, TikTok encourages interaction and discovery.
2. Advanced personalization through AI
TikTok Automotive Ads uses advanced optimization models to match the right ads to the right audiences. The algorithm analyzes user interest signals (engagement with automotive content, interactions with similar ads, etc.) to deliver relevant ads.
3. An optimized return on investment
The tests carried out on TikTok Automotive Ads show exceptional performance:
- 41 % reduction in cost per acquisition (CPA) compared with traditional advertising formats.
- 51 % Last-Click CPA discount compared to other shopping on TikTok.
- A more than 40 % increase in overall performance campaigns after one month of use.
4. Simplified management for advertisers
With quick and intuitive setup, TikTok Automotive Ads makes it easy to set up high-performing campaigns without requiring significant technical resources. catalog manager integrated allows detailed performance monitoring and real-time optimization.
Concrete results for brands and dealers
Peugeot's success with TikTok Automotive Ads
Peugeot recently tested TikTok Automotive Ads and observed a improvement of 95 % in the cost per session engaged (CPES) compared to their usual benchmarks. According to Zoe Peacock, Head of Brand Communications & Experience at Peugeot UKTikTok has become the the best platform for optimizing advertising performance.
The impact on dealers
Turnkey Marketing, an agency specializing in automotive marketing, used TikTok Automotive Ads for its dealership clients and saw a significant increase in traffic and conversions. Drake Baerresen, VP Sales & CMO, Turnkey Marketing, stressed that these advertisements make it possible to effectively target buyers who are actively searching, while reducing marketing costs.
How to integrate TikTok Automotive Ads into your strategy?
- Download your vehicle catalog on TikTok to enable precise matching with interested users.
- Configure your data connections (web events, pixels, etc.) to optimize ad delivery.
- Choose your advertising format (Video + Product Card or Multi-link Carousel Card).
- Launch your campaign and track performance via the catalog manager.
- Adjust your strategy based on the results to maximize your return on investment.
The future of car advertising is on TikTok
With the evolution of purchasing habits and the rise of social networks, TikTok Automotive Ads is establishing itself as an essential lever for car brands and dealershipsBy combining personalization, engagement and performance, these new solutions offer unprecedented opportunities to effectively reach potential buyers.
If you want to take advantage of this innovation to boost your visibility and sales, it's time to integrate TikTok Automotive Ads to your marketing strategy.
ValueYourNetworkan expert in influence marketing since 2016, helps you optimize your advertising campaigns to maximize your impact on TikTok and other social platforms. Contact us today to propel your brand into the era of digital marketing intelligent!