Recently, TikTok announced the further expansion of its "Out of Phone" advertising project, bringing popular TikTok content to more offline screens: from taxi roof screens, shopping mall large screens to water station advertisements, gyms, airports and even cafes, creating unprecedented new exposure opportunities for content creators and brands.
This article will take you through everything comprehensively: What is TikTok's "Out of Phone" initiative? Why is it a major opportunity for brand communication? How can you participate to create an efficient offline communication closed loop?
What is TikTok's "Out of Phone" initiative?
TikTok launched the "Out of Phone" (also known as "Out of Home") advertising project in 2023, with the goal of expanding TikTok content from mobile phones to screens in offline real-world spaces. This includes but is not limited to:
Commercial district billboards
Restaurant and cinema screens
Transportation screens (such as subways, taxis)
Retail stores, gyms, airports, etc.
The new round of expansion in 2025 will introduce four new partners:
Curb (taxi advertising system)
Westfield Malls (major shopping mall media network)
Rockbot (media platform for gyms, flights, and cafes)
Hope Hydration (public water filling station media network)
This means: TikTok content will appear in more "unexpected" daily scenarios of users, breaking the boundaries of the platform and achieving full-scene exposure.
Why is this plan worthy of brand owners' high attention?
1. The content is highly original and has high user acceptance
TikTok's content is inherently entertaining, making it easy for users to immerse themselves in it. Embedding this content on offline screens is more engaging and natural than traditional hard advertising, making it suitable for "soft seeding" or brand exposure.
2. Break the blind spot of offline communication
In the past, offline media exposure mostly relied on the advertising budgets of large companies. However, with TikTok's open platform and creator cooperation mechanism, small and medium-sized brands can also participate in offline communication. They can customize advertising strategies through TikTok Ads Manager.
3. Multiple scenarios, multiple touchpoints, and increased brand mindshare
Large screens in shopping malls - places with high traffic during holidays, suitable for promoting new products or sales
Gym/water station: densely populated with young consumers, conducive to image building
Taxi/Airport – Fragmented scenarios increase brand repeat exposure
How can brands participate in TikTok's "Out of Phone" advertising?
Step 1: Prepare content materials
Out of Phone ads emphasize "TikTok-style" content, and the following types of ads perform well:
UGC challenge videos (e.g. #dressupchallenge)
Funny and lighthearted skits/clips
Product review or scene placement short videos
Collaborate with creators to create content (filmed by experts)
Reminder: Content doesn't have to be as "official" as traditional advertising. On the contrary, content that is closer to reality and down-to-earth is more popular.
Step 2: Set up your campaign through TikTok Ads Manager
TikTok officially supports advertisers to configure offline advertising plans through TikTok Ads Manager. The steps are as follows:
Log in to TikTok Ads Manager;
Create a new ad campaign and select the "Out of Phone" or "Out of Home" category;
Upload your creative materials;
Select placement locations (e.g. shopping malls, taxi screens, gyms, etc.);
Set delivery time, budget, etc.
Submit for review.
It is recommended to plan ahead during holiday seasons (such as back-to-school season and Black Friday shopping season) to improve conversion efficiency.
Case reference: How to create "high-conversion Out of Phone" advertising content?
Case 1: Beauty brand x gym screen
Content: Post-workout skincare routine, combined with a lighthearted skit style
Effect: Instructing users to scan the QR code and follow the TikTok homepage to receive a trial packCase 2: Clothing brand x shopping mall large screen
Content: Street photography challenge videos, contributed by users
Effect: Offline exposure + online challenge linkage, forming fission communication
Which industries is it suitable for?
Retail fast-moving consumer goods (food, beverages, new product launches)
Fashion and beauty (seeding + exposure)
Entertainment, film and television (pre-movie promotion)
Tourism, transportation (airport/taxi scenarios)
New consumer brands (brand awareness development)
Conclusion
TikTok's "Out of Phone" plan is essentially a new type of scenario-based communication method that breaks down the barriers that previously separated online and offline content.
Whether you are:
DTC brands looking to increase exposure
New consumer products that require "grass-planting conversion"
Brand owners who are looking for creative scene marketing
It is worth considering bringing TikTok's content into users' life scenarios to enhance the brand's "presence"— start planning your "Out of Phone" advertising campaign now.
Immediate action path: TikTok Ads Manager > Out of Phone ad options > Select scenario > Delivery plan
