TikTok’s announced an expansion of its “Out of Phone” off-platform advertising program, which aims to extend TikTok content to more screens, including billboards, in-store displays, cinema promos, etc.
The latest expansion of the program will see TikTok content coming to shopping malls, taxis and water refilling stations.
As explained by TikTok:
“Building on the success of its retail and billboard integrations, TikTok is introducing four new partners - Curb, Westfield Malls, Rockbot, and Hope Hydration - which significantly adds more screens across vehicles, shopping malls, retail locations, fitness centers, airports, and local businesses nationwide. This marks the next phase of TikTok's commitment to making its most engaging content and campaigns more accessible wherever people are.”
For context, Curb specializes in taxi-based entertainment and engagement, Westfield will expand TikTok’s reach to more shopping center promotions and screens, Rockbot is focused on retail media (gyms, in-flight entertainment, cafes), and Hope Hydration runs a network of water refilling stations in some of the most prominent locations.
So much more exposure for TikTok content, in a wide range of places and situations, which will enable both creators and brands to reach more people through their TikTok content.
TikTok initially launched its Out of Home initiative back in 2023, with its initial focus being billboards, cinemas and restaurants. It expanded the initiative last year with the incorporation of UGC into Out of Home campaigns, and it’s now looking to reach more screens and surfaces to further boost the exposure.
And that could be effective. You’ve probably already seen these activations yourself, when waiting in the doctor’s office, or passing a screen in the street. The integration of engaging TikTok content, which users are already habitually drawn to, could be a valuable driver of brand awareness, which could make it a valuable consideration.
Advertisers can run an Out of Home campaign in partnership with TikTok, which enables you to develop a media plan that best suits your campaign. The option is available via TikTok Ads Manager, and with the end-of-year shopping push slowly creeping up, now may be a good time to consider your options on this front.
