Ryan Copacia
Principal, AutomotiveTikTokRyan Copacia is Automotive Principal at TikTok, where he leads the platform’s U.S. dealer business and helps automotive retailers understand how changing consumer behavior, short-form video and social discovery are reshaping the car-buying journey.
With more than 15 years of experience across automotive, digital media and marketing technology, Ryan has built his career at the intersection of technology, consumer behavior and automotive retail. Prior to TikTok, he held roles with companies including CarGurus, Shift Digital, Yelp and Say Media.
At TikTok, Ryan has played a key role in building and advancing the platform’s automotive retail strategy, working with dealers, agencies and industry partners to turn TikTok from an emerging social channel into a measurable part of the automotive marketing ecosystem. His work focuses on helping dealers reach in-market shoppers, showcase inventory and connect authentic content and discovery with real-world business outcomes.
A frequent automotive industry speaker, Ryan brings a practical perspective on how the next generation of consumers discovers, researches and ultimately chooses what—and where—to buy.
His focus is simple: help dealers show up where the next car-buying journey actually begins.
Stop Chasing the Click: How Modern Car Buyers Actually Make Decisions
Today’s car buyer rarely follows a straight line from ad to lead to sale. Discovery, social content, search, streaming video, reviews, dealer websites
…Today’s car buyer rarely follows a straight line from ad to lead to sale. Discovery, social content, search, streaming video, reviews, dealer websites and real-world experiences all influence the decision—often long before a shopper ever submits a le
…Today’s car buyer rarely follows a straight line from ad to lead to sale. Discovery, social content, search, streaming video, reviews, dealer websites and real-world experiences all influence the decision—often long before a shopper ever submits a lead.
This session will explore how the automotive buying journey is changing and what that means for dealership media strategy. Attendees will learn how to distinguish demand generation from demand cap
…Today’s car buyer rarely follows a straight line from ad to lead to sale. Discovery, social content, search, streaming video, reviews, dealer websites and real-world experiences all influence the decision—often long before a shopper ever submits a lead.
This session will explore how the automotive buying journey is changing and what that means for dealership media strategy. Attendees will learn how to distinguish demand generation from demand capture, align media to the way consumers actually shop, and move beyond last-click measurement toward a broader view of marketing contribution, consumer intent and business outcomes.
Key Takeaways:
- Know whether you need to create demand or capture demand
- Plan media around how customers actually make decisions—not around channel silos
- Measure contribution with multiple business signals, not just clicks, leads and last-touch attribution
