01

State of Auto
02
Enter TikTok
03
Amplification & Media
04
Making TikToks

Confidential & Proprietary

ENTER TIKTOK

The world’s most

influential and joyful,
fan-fueled Auto Rally
STATE OF AUTO

Building authentic connection in the face of unprecedented

category, consumer and cultural disruption
Category Consumer Culture

Owner Vs. Subscriber: What's Driving Computing Power vs Horsepower: Battle Multicultural Consumers Consumer interest in
Changes In The Auto Industry? - The for Future of Automotive Industry Consider More Auto Brands on electric and self-driving
One Brief the Path-to-Purchase vehicles is growing

Subscription Economy Computing: Increasing Influence of Increasing Importance of

Disruption 1 the new Horsepower 2 Multicultural Buyers 3 Sustainability 4

1) “Owner Vs. Subscriber: What's Driving Changes In The Auto Industry?”, The One Brief, https://theonebrief.com/owner-vs-subscriber-whats-driving-changes-in-the-auto-industry
2) “Computing Power vs. Horsepower: The Battle for the Future of Automotive Industry”, GEP, https://www.gep.com/blog/mind/computing-power-vs-horsepower-battle-for-future-of-automotive-industry
3) “Multicultural Consumers Consider More Auto Brands On The Path-to-Purchase”, Nielsen, https://www.nielsen.com/us/en/insights/article/2020/multicultural-consumers-consider-more-auto-brands-on-the-path-to-purchase/
4) “Consumer Interest in Electric and Self-driving Vehicles is Growing”, World Economic Forum, https://www.weforum.org/agenda/2021/03/survey-shows-how-automotive-consumer-buying-habits-are-changing
 ... Spending More Than a
TikTok is the fastest Movie's Worth of Daily Time
growing entertainment With Us...2
company globally. Avg. Length of a Movie (min.)
81

100M+ US Monthly
Active Users1
52

32
21
16

Leading
Online Leading Social Media Platforms
Video
Platform

1) TikTok Internal Data

2) App Annie US, June 2021
 Chevrolet makes TikTok debut
TikTok and the virtual test drive: with music video featuring
is this the future of car buying? silverado and artist Breland

https://www.standard.co.uk/culture/tiktok/tiktok-and-the-virtual-test-drive-is-this-the-f
uture-of-car-buying-b926433.html

And Automotive Lamborghini rockets into

TikTok with 3 million views
https://media.chevrolet.com/media/us/en/chevrolet/home.html

Has Arrived! in two days

https://www.lamborghini.com/en-en/news/lamborghini-rockets-o
nto-tiktok-with-3-million-views-in-two-days

Ford Teams With TikTok For AR

Maverick Challenge

Volkswagen Supports
ID.4 Launch on TikTok,
YouTube
https://www.google.com/url?q=https://www.mediapost.com/publications/article/
364678/volkswagen-supports-id4-launch-on-tiktok-youtube.html&sa=D&source
=editors&ust=1627072843654000&usg=AFQjCNEozYL5lbWfigpPsgZqAtYTLW42qA

https://www.mediapost.com/publications/article/364464/ford-teams-with-tikt
ok-for-ar-maverick-challenge.html
With brands, creators #CarsofTikTok
#Tesla
and consumers #Jeep #Truck
#Mustang

rallying around #Ford

#Car #BMW
passionate autophile #Honda
#Dodge
communities at scale #Cars
#Chevy #GTR
#Toyota
#SUV

60B+
#Lamborghini
Top Hashtag Views #Offroad #Electriccar
(in 2021 H1 alone) #Trucklife

#Vanlife

TikTok Internal Data, 01/01/2021-06/15/2021

 01
Travel
Pets
And broader
02

Education
lifestyle interests
03

04
Baby, Kids & Maternity
spanning... 05
Games
06
Sports & Outdoors
07
Tech & Electronics
08
Financial Services
09
Food & Beverages

TikTok Internal Data, Ad Interest Index, 2021-06 Auto Audience vs. Total TikTok Audience
And they are In the Market

68%
Top 5 Reasons for Wanting
a New Car

47%
Are either the Decision-maker or
More Modern Tech 45% Highly Influential

Lifestyle Upgrade/Change 28%

Planning to Buy or
23%
Lease in Next 12M
80%
Growing Family

A Good Deal/Promo 21%

Likely to use a Financing Option
Special Occasion Gift
(e.g. Birthday, Graduation, Holiday)
20% (if purchase)

Source: TikTok Marketing Science US, Custom Auto Survey via Suzy, June 2021, Base: US Monthly TikTok users, ages 18-55
Here’s what they’re looking for

41% Desired Vehicle Types

46%
For Cars valued <$40K USD1 For Domestic Brand
30%
56%
Sedan

29%
36% 21%
SUV/Crossover

Sports Sedan/Coupe 17% Likely or very likely to

For Cars valued $40-80K USD1 For Import Brand purchase an EV or
Hybrid2
Truck 12%

23% Van/Mini van 4%

33%
For Cars valued $80K+ USD1
Undecided/other 8% Undecided

Source: 1) TikTok Marketing Science US, Custom Auto Survey via Suzy, June 2021, Base: US Monthly TikTok users, ages 18-55, 2) GWI
Best of all, they’re taking Action

CONFIDENTIAL & PROPRIETARY

After seeing Auto ads or content on TikTok...

12% 18%
Purchased or Leased It Contacted an
Online/Local Dealership

30%
Searched for More Info
35%
Talked About It
About It w/Friends & Family

11
Source: TikTok Marketing Science US, Custom Auto Survey via Suzy, June 2021, Base: US Monthly TikTok users, ages 18-55
AMPLIFICATION & MEDIA

Where Brand Love

Meets Performance
 RESULT
EARNED
The more you post, the greater
potential to maximize virality and
brand buzz.

Owned & Paid, PAID

Amplify owned content for

Smarter
high impact at scale to
deliver on full-funnel media
STRATEGY objectives.

Together.
A holistic strategy that OWNED
combines both magnifies Establish your presence in
the community. Strengthen
your chances for earned your bond. Test, learn what
media. works to inform your paid
campaigns.
 Get Into the driver’s seat

Be Seen as Authentic in the

Community

Enable Users to Follow and

Amplify Top Performing Launch Your Stay Engaged
Spark
Ads!
Verified Account

Test content for signals & Spring-load your owned

insights audience

“Running ads without a verified account is like flooring it without a transmission pan. Your car won’t
generate as much hydraulic pressure and you’ll find yourself moving sluggishly, even as you redline.”
 FEATURE FORMAT
Spark Ads
Fuel organic content for greater authenticity Swipe
Swipe or Click
Spark Ads enable brands to boost top-performing Organic to Brand or
Brand Account or Creator Posts with paid media Creator Profile

100% Native
Full-screen vertical Top View, One-Day Max, and In-Feed Video Format

Enable CTA
Achieve better conversion rates for organic posts from Brand Accounts or Creators

Unlock Targeting, Optimization, Measurement

Across Reach & Frequency, Video View, Traffic, App Install, Conversion objectives
Mention Clickable
Hashtags and
Accounts
+142% +30% +43%
Engagement Completion Conversion Click to Music Page
(Reservation only)

Flexible CTA to
Landing Page

US Availability: GA Please confirm with TikTok rep for latest information and specific geos
Our Organic Content Creation Tools
Fuel Community Co-creation

Reply to brand
Reply with video

Duet Stitch Reply With Video

Scale Amplification with Media
Brand Love &
Build Brand Love
Performance

Top VIew Branded Hashtag Challenge Branded Effect OneDayMax

TopFeed In Feed Video

The first video you see when you open An engagement event that turns our 2D & 3D effects that spark UGC and allow In Feed Video That Appears in the 4th Appears seamlessly in the For You
the app community into co-creators at scale people to interact with your brand. position of a user’s For You feed feed with a range of CTAs
 Through The TikTok Journey
TEST DRIVE BUILD/PRICE

LOCATE A DEALERSHIP

● Lead Form
● Homepage Visit
● Test Drive Info
Brand Site ● Build & Price
● Dealer Locator
● You name it!

In Feed Video* Top VIew TopFeed Branded HTC Branded Effect

Verified Account Profile

* Note: Only R&F campaigns can drive to HTC, Branded Effect, TikTok Profile Page. Regular Auctions drive to Brand Site (via In-app Browser)
 Brand Love, Meet Performance
SCENARIO MARKETING OBJECTIVE FEATURE PRODUCTS*
Build
Brand
Love

Awareness

Branded Hashtag
New Launch

One-Day Max
Reveal

Top view &

Branded
Effect
Consideration

Creator Collab
In-feed Video
Conversion

Loyalty

Drive Leads
Drive (or Dealer
Performance Traffic) Advocacy

* See Appendix for details

Scenario: New Launch Reveal
Cast your net wide and own the day, then extend your reach and carry the conversation into culture

THE SITUATION FEATURE PRODUCTS ROLE TOP KPIs

The OEM Top View Own the Day UV (Reach), VV

You’re ready to announce the newest addition to
Creator Partnerships
your vehicle family.
Hashtag Challenge Propel the conversation into culture VV, Engagements
Fully leverage TikTok’s media amplification
products to extend your reach and cultural Branded Effect
influence beyond what’s possible with traditional
TV and sponsorships alone. TopFeed
Extended Reach & Subsequent Peaks UV (Reach), VV
In-Feed Video

PRIMARY OBJECTIVES OPTIMIZE FOR TARGET FEATURE FORMATS*

Maximize Reach & Frequency ● Broad Demo ● Spark Ads

● Awareness (avoid missing potential buyers)
● Consideration ● Collections & Card Solutions
● Broad Interests
Prime for Lead-gen
● Gather conversion signals from Traffic, Leads, ● Look-alikes of Site Visitors
Pre-orders, etc.
● Location (DMA) as needed

* See Appendix for details

Case Study
Mercedes-Benz
Context Impact
By the end of 2020, Gen Z and millennials
will make up 40% of car owners on the
road. It’s no surprise then that
73K+ Unique Engaged Users
Mercedes-Benz decided to increase
brand awareness and consideration
862M+ Video Views
with new audiences on TikTok, especially 30K+ New Followers
Gen Z, in the UK and Germany.
66.3% Ad Recall Lift
Primary Objective
Reach, Engagement 18.2% Brand Favorability Lift
Feature Products
TopView, Hashtag Challenge
Case Study
Hyundai
Context Impact
Riding momentum from their Super Bowl
campaign, Hyundai collaborated with TikTok to
broaden their reach among young people and
1.9M Video Views
enhance brand favorability for their all-new
2020 Sonata. The creative leaned into TikTok's 22K+ New Followers
creative best practices, using native platform
features and incorporating an existing and 2.21% Clickthrough rate
widely popular platform trend. (140% above benchmark*)

Primary Objective
Reach, Engagement

Feature Products
In-Feed Video

*Benchmark as of February 2020

Scenario: Driving Leads (or Dealer Traffic)
Convert audiences to site visitors & leads

THE SITUATION FEATURE PRODUCTS ROLE TOP KPIs

The OEM Creator Partnerships Drive Locally-relevant Advocacy VV, Engagements

You’ve piqued the interest of potential buyers - time
to show them where to learn more and sign up for a
test drive!
Convert Engaged, Custom Audiences &
OR In-Feed Video Traffic, Leads, Conversions
Lookalikes to Visitors & Leads
The Dealership / Group
Let potential buyers in your region know you’ve got the
hottest allocation (and deals) in town, and then hook
them in for a test drive!

PRIMARY OBJECTIVES OPTIMIZE FOR TARGET FEATURE FORMATS*

Maximize ● Traffic ● Location (DMA) ● Lead Gen

● Traffic ● Leads ● Look-alikes of: ● Collections & Card Solutions
● Leads ● Test Drive Sign-ups ○ Site Visitors ● Spark Ads
● Conversions ● Build & Price ○ Recent Customers ● Dynamic Product Ads
Completions ● Custom Audiences (DPA)**
● Dealer Locator Requests ● More Specific Interests
● You name it!

* See Appendix for details

** Contact your TikTok partner for more info
 FEATURE FORMAT
Lead Gen Ads
Generate Leads Directly on TikTok

● In-Feed Video campaign objective that optimizes for lead

collection

● Customizable instant forms hosted by TikTok

● Pre-fill basic customer information to streamline conversion flow

● Integrate with CRM partners to help qualify and convert leads

9x Faster Load Time

(vs 3rd Party Landing Pages)

US Availability: GA Please confirm with TikTok rep for latest information and specific geos *Source: TikTok internal study 2021
Case Study
Hyundai
Context Impact
To promote a new offer in the UAE, Hyundai
UAE was the first brand in the region to launch
TikTok’s Lead Generation format. A strong lead
37% Qualification Rate
qualification rate was critical for Hyundai to
assess the performance of the campaign. 30-60% Lower CPL (vs Comps)
Primary Objective
Qualified Leads

Feature Products
In-Feed Video: Lead Gen
All Together, Always Engaged
OWN LAUNCH
DAY
PROPEL THE
CONVERSATION
INTO CULTURE
EXTENDED REACH & CONVERT TO TRAFFIC
PRE-LAUNCH
PROMO PEAKS & LEADS
HYPE

App Launch Lead

Trailer Promo Promo
Driver Reveal Gen

ALWAYS ENGAGED CAMPAIGN MOMENTS ALWAYS ENGAGED

ORGANIC POSTS

IN-FEED VIDEO: IN-FEED VIDEO IN-FEED VIDEO IN-FEED VIDEO:

SPARK ADS REACH & FREQUENCY, SPARK TRAFFIC & CONVERSIONS, SPARK SPARK ADS

CREATOR PARTNERSHIPS

TOPVIEW HASHTAG TOPVIEW

(50%) CHALLENGE (50%)
TOPVIEW
(100%)
BRANDED
TOPFEED TOPFEED
EFFECT
 And Partner With Us on Measurement

MEDIA DELIVERY BRAND IMPACT PERFORMANCE

Web and App Attribution*

(MMPs, SDK, S2S, Pixel)
Brand Lift Study
View / Click / Engagement Tracking
(TikTok, Kantar, Nielsen)

Conversion Lift
(for Android & Auction IFV campaigns)

Viewability & IVT Verification

Media Mix Modeling
MOAT, DoubleVerify (DV, H2 2021)
(Nielsen, H2 2021)

Brand Safety Verification (OpenSlate)

Legend: Available Today Alpha/Beta Testing

MAKING TIKTOKS

“Don’t Make Ads,

Make TikToks”
 The TikTok Creative Maturity Model
Making Making
Ads TikToks

Crawl Walk Run

Repurposing Empowering Making TikToks
Assets Creators
Re-cut & edit existing creative Tap Creators to create & share Empower In-house & AOR teams
for TikTok content to Make TikToks

Pro: Less incremental effort & cost Pro: More native, built-in (Creator’s) Pro: Custom brand & authenticity balance
audience
Con: Less native, less co-creation Con: Learning Curve
(engagement & viral potential) Con: Less brand control
Our Solutions*:
Our Solutions*: Our Solutions*: ● Music Licensing
● Smart Video ● Music Licensing ● Creator Marketplace
● Creative Marketing Partners ● Creator Marketplace ● Creative Marketing Partners
● Commercial Music Library ● Creative Marketing Partners ● Creative Lab Consultancy
● Creator Management (eligibility criteria apply)
(eligibility criteria apply)

* See Appendix for details

Making
Tip #1 Tip #2 Tip #3

Frame Vertically Leverage the Overlay concise

TikToks 3x3 power of sound and informative

text

61%
Tip #4 Tip #5 Tip #6

Get your key Include a strong CTA Break the 4th wall
message out early
of most effective In-Feed Videos
use half or more of these tips

Tip #7 Tip #8 Tip #9

Keep your story real Ride the latest Let TikTok

and entertaining trends creators take
the lead

Source: TikTok Internal Data

 Tip #1 Tip #2 Tip #3

Frame Vertically Leverage the power of sound Overlay concise and

informative text

500 Miles on a
Single Charge

SAFE
ZONE

0 to 60
1.2x Lift in 2 sec
+25% 40%
In Ad
6s VTR Top VTR
Awareness

● Frame 9:16 vertically ● Make music essential ● Leverage stickers & effects
● Mind the “Safe Zone” so important information is ● Contextualize / Re-contextualize lyrics ● Highlight relevant information or accelerate
not blocked by buttons. ● Use the ~900 licensed tracks in our Commercial visual story-telling
Music Library ● Think accessibility

Source: TikTok Internal Data

Tip #4 Tip #5 Tip #6

Get your key message out early Include a strong CTA Break the 4th wall

EXPERIENCE NOW

WANT TO
GO FOR A
TEST DRIVE?

Right CTA
+63% 33%
Drives
Top VTR Top VTR
+2% CTR

● Highlight key message or product in First 3s ● Leverage our built-in CTA Buttons ● Address the viewer directly
● Short and sweet ● Include an offer for higher CTR ● Look them straight in the eyes
● Build into a relatable narrative ● Keep it short and snappy ● Ask questions or provoke reactions

Source: TikTok Internal Data

Tip #7 Tip #8 Tip #9

Keep your story real and Ride the latest trends Let TikTok creators take the lead
entertaining

50% 20% Top +100% 6s

Top VTR VTR VTR

● TikTokers favor joyful, optimistic, or humorous ● Leverage popular trends, effects, or sound/music ● Feature and co-create w/TikTok creators
content ● Monitor trends and enable fast production ● Consider giving them more creative control
● Keep it real & authentic turnarounds (freedom within a framework)
(like our organic UGC)

Source: TikTok Internal Data

What’re you waiting for?

01 02 03 04

Download TikTok, Setup Your Brand Empower your Experiment, Riff &
Start Engaging as an Verified and Ads AOR, Creators, Scale with Culture!
Active Member of the Manager Accounts! and Communities
Community! to Co-Create! But give due credit.
Engage Music
#ForYou Licensing early!
#Discover
 Thank you

35

CONFIDENTIAL & PROPRIETARY

 Appendix

36

CONFIDENTIAL & PROPRIETARY

 FEATURE PRODUCT

Let Innovative AI Do
The Hard Work
4M+
Smart Video TikTok Users
Reached

Create Expand your Enhance 1,000

effective ads video creative effectiveness
Single Session
seamlessly inventory and CTR
Add-to-Carts
 FEATURE PRODUCT

TikTok Creator
Marketplace
CreatorMarketPlace.TikTok.com
The official platform for brand and 100K+ creators
creator collaborations. 17+ Countries and regions
● Use our smart filters to find creators in relevant Across 47 different categories
categories, with relevant audiences, or based on
campaign content objectives. and filters
● Contact creators directly.

● Analyze Creator performance with comprehensive

campaign insights.
 FEATURE FORMAT
Collection Ads
Curated collections of best-selling products

Rotated Products
The call-to-action presents a rotated multi-product display.

Instant Load
In-app lite landing page lightening loading speed for an improved shopping experience.

Personalized Page
Call-To-Action
A personalized storefront page to display products based on user data
redirects to
storefront page

US Availability: Beta. Please confirm with TikTok rep for latest information and specific geos
 FEATURE FORMAT
Display Cards
Add customizable cards to in-feed video

● Clickable cards that brands can add to their in-feed videos

● Draw attention to special promotions, sale events, benefits,

specific products, or CTAs

● Can be customized to add flair and interest to videos

● Help increase CTR and CVR

● Compatible with app install, conversion, and traffic objectives

US Availability: Beta. Please confirm with TikTok rep for latest information and specific geos
 TARGETING
Basic Targeting (US) Demographic

TikTok Ads provides with various targeting options so you can

define who you want your ads to be displayed.

Targeting allows advertisers to tailor ads and offers to users based on

criteria such as age, gender, interests, behaviors, etc. In order to increase Language
the personalization of their ads to users on TikTok

Basic Targeting Capabilities:

● Demographic: Age, Gender

● Languages: English, French, etc

● Device: Operation System (OS), OS Version, Device Model, Location

Connection Type, Carrier, and Device Price

● Location: Country/Region, State/Province or US DMA

Device

US Availability: GA
 TARGETING
Behavior Targeting
Behavior Targeting helps increase the relevance and efficacy of
ads by allowing advertisers to target audience based on their
actions on TikTok.

TikTok’s Behavior Targeting is based on user’s in-app video views

and interaction with their favored creators.

NE
W

Views Creators

View Completion Video Content Viewing Creator's Homepage1

Comment Share Like Type of Favored Creator

US Availability: GA
 Games

TARGETING
Interest Targeting Automobile

Baby, Kids & Maternity

Interest Targeting improves media spend efficiency by allowing
advertisers to target users with relevant ads based on their Financial Services
interests on TikTok

● Provides advertisers a way to serve more relevant ads and Beauty & Personal Care
offers to users
Tech & Electronics
● Improves campaign effectiveness

● Focuses on users' long-term interest based on interaction Apparel & Accessories

with content
Travel

Appliances

Sports

...

US Availability: GA
 TARGETING
Custom Audience
Custom Audience solution empowers advertisers to find people who already
know or have engaged with your business.

● Customer File: Upload important marketing assets for retargeting or exclusion.

● Ad Engagement: Users who have interacted with your ads

● App Activity: Users who have completed certain behaviors in an advertiser's app.

● Website Traffic: Users who had certain engagements with your website.

● Lead Generation: Users who engaged with your Lead Generation activity

Availability: GA
 TARGETING Lookalike Audience
Find audience groups that share commonalities with your existing
customers.

● Accepted source audience is between the size of 1,000 and 30M

● We recommend a minimum source audience size of 10,000 to ensure

the quality of the lookalike audience based off of it

● Each account can create up to 100 lookalike audiences on a daily

basis

US Availability: GA Please confirm with TikTok rep for latest information and specific geos
*Source: TikTok internal study 2021
 TARGETING 3P Audience Integration
Advertisers with existing relationship with partners will be able to
leverage the partner integration to activate their first-party data
in TikTok.

Third-party audience data partners are supported by TikTok Ads in two

ways:

1. Custom API integrations via our business partnership team with:

● LiveRamp (US only)
● mParticle - onboarding
● Nielsen (US only)

2. Marketing API support (self-serve) for:

● ActionIQ
● Adjust
● AppsFlyer
● Foursquare