TikTok Partners with Fluency to Grow Its New Automotive Ads Category – martechseries.com

Fluency, the digital advertising operating system for automating paid media operations at scale across all major channels, announced that digital ad agencies and brands will be able to deploy, manage and optimize TikTok Automotive Ads, the platform’s new automotive ad category, directly from its centralized platform. By bringing TikTok into its Operating System, Fluency enables automotive agencies to automate campaign execution alongside other major search and social publishers, as well as the open web-–achieving a level of execution and launch speed, local targeting at scale, and real-time optimization that would be nearly impossible to do manually. TikTok Automotive Ads are supported via a beta program currently open to qualified automotive agencies and advertisers. Full availability and additional TikTok ad types will launch on Fluency in the coming months.
Ad agencies traditionally manage a separate interface for each advertising platform they run paid campaigns on—manually uploading and resizing creative assets, managing budgets, setting audience parameters, maintaining brand consistency and pulling reporting and campaign insights. These processes can be time-consuming, error-prone and slow agencies’ ability to test new channels or quickly launch campaigns. For automotive ads specifically, lengthy buyer journeys and ever-changing inventory and local dealer offers require highly personalized marketing and consistent consumer engagement across multiple digital touchpoints. This workload is challenging to execute manually, especially as agencies manage hundreds of client accounts at once.
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Fluency’s Digital Advertising Operating System unifies and automates manual ad execution processes across all platforms, enabling agencies and brands to scale multichannel campaigns. Advertisers will be able to extend the automotive campaigns they’re already running across other ad channels to TikTok, allowing them to test, launch and manage campaigns on the platform without duplicating work. This enables agencies to scale efficiently while maintaining consistency and control so that they can achieve optimal performance.
Specifically, automotive ad agencies and brands can:
“Buying a vehicle has become a cultural, community-driven experience where people turn to TikTok to discover new vehicles and features, learn from real experiences, and build confidence in complex decisions,” states Brian Torpey, Director, Product Strategy & Operations for Automotive, at TikTok. “At TikTok, we have been building alongside our auto partners to make the platform more accessible to dealerships, agencies and auto sellers looking to engage with our community of high-intent auto shoppers. The integration of TikTok Automotive Ads with Fluency’s tech represents a meaningful step forward for an industry that is primed to enter a new era of growth.”
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Ad agencies and brands will be able to manage both Automotive Ads for Inventory (for individual VINs) and Automotive Ads for Models (for models, trims and offers) on TikTok from Fluency’s Digital Advertising OS.
“Automotive ads on TikTok are a powerful way for agencies and brands to connect with consumers and extend the car-buying journey to the digital channels they already frequent. Automotive brands are eager to explore TikTok, but integrating it into broader paid campaigns can be slow and inefficient with current manual processes,” said Andy MacLeay, VP of Engagement and Channels, Fluency. “We’re now making it seamless for agencies and brands to test and scale on TikTok alongside their other ad channels.”
This expands on Fluency’s 25+ years of experience working with automotive brands. Fluency’s founding team created an in-house adtech solution for their first company Dealer.com, to address the fragmented systems and technologies in digital advertising. The early solution laid the foundation for Fluency’s Digital Advertising Operating System, which currently powers over $3B in annual media spend and 250,000+ monthly campaigns.
 

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