TikTok unveiled its new Automotive Ads solution, designed specifically for auto advertisers to enhance vehicle promotions and drive sales through catalog-based advertising. This launch comes as automotive advertisers face challenges with lengthy buyer journeys and the need for more personalized digital marketing approaches.
Two Strategic Ad Formats
The platform introduced two main creative formats for Automotive Ads:
- Video + Product Card: Combines engaging video content with personalized, shoppable product recommendations from advertisers' catalogs
- Multi-link Carousel Card: Allows advertisers to launch ads using catalog images mapped to unique URL destinations
Specialized Solutions for Different Auto Sectors
Inventory Ads for Dealers
TikTok's Inventory Ads, designed for dealerships and marketplaces, offer:
- Automated creative generation and advanced vehicle matching
- Streamlined campaign management with minimal setup requirements
- Integration with existing feed requirements and signals
- Early testing shows 41% lower cost per acquisition and 51% lower Last-Click CPA compared to other TikTok shopping formats
Model Ads for Manufacturers
The Model Ads solution for OEMs delivers:
- Simplified catalog setup and quick campaign launch capabilities
- 40% improvement in CPA after one month of testing
- Lightweight catalog requirements with basic field entries
- Ability to leverage existing upper and mid-funnel assets for lower-funnel actions
Market Opportunity and Performance
With nearly one-third of TikTok users currently in-market for a new vehicle, the platform positions itself as a crucial channel for automotive marketing. The solution enables advertisers to execute full-tier campaigns that connect national, regional, and local strategies effectively.
Technical Implementation
The system works by leveraging advertisers' catalogs and website event signals to create dynamic user experiences. For optimal performance, TikTok recommends implementing:
- Minimum of three Web Lead Gen events
- Essential View Content tracking
- Key parameters including content_id, make, and model
- Proper catalog setup with mapped URL destinations
