Dive Brief:
- TikTok today revealed how it is extending its reach beyond mobile screens with the launch of a new out-of-home (OOH) ad solution, Out of Phone, which allows brands to leverage TikTok content in additional placements, including billboards, kiosks, cinemas and more.
- The solution is personalized for each partner, with tailored programs meant to suit audiences in specific spaces and locations. Out of Phone is also updated regularly to include relevant TikTok content, per release details.
- Partners already using the new solution include Adomni, Dive, GSTV, Loop TV, Raydiant, ReachTV, Redbox, Screenvision and Vevo, among others. The move sees TikTok enshrining its place beyond mobile screens while bolstering its ads business.
Dive Insight:
TikTok is looking to expand its reach beyond the mobile screen with its new Out of Phone ad solution, which will expand the platform’s presence to locations including billboards, kiosks, cinemas, bars, restaurants, automobiles, airports, gas stations, retail stores and beyond, per release details. The platform has already been shoring up OOH opportunities, having announced a partnership with GSTV, a video network provider for fuel retailers, in June.
L'Oréal skincare brand CeraVe was one of the first brands to extend its TikTok ads campaign to OOH screens via the partnership with Adomni, per details shared with Marketing Dive. CeraVe's #CleanseLikeaDerm campaign, including the brand's TikToks and creator content, was broadcast in Times Square this summer.
“With Out of Phone, we’re taking TikTok beyond the palm of our hands and into everyday life,” said Dan Page, global head of distribution, new screens, TikTok, in the release.
Using the new solution, brands could kick off a campaign on TikTok, generate growth within the platform’s communities and creators, and then amplify that work on the other platforms for extended reach, potentially helping them tap into new audiences. Along with TikTok’s numerous partnerships with the solution, including Redbox and Vevo, brands already have begun experimenting with Out of Phone, per the release.
Examples of opportunities include Out of Phone: Billboard, which utilizes existing campaigns and amplifies them onto billboards globally. With Out of Phone: Cinema, the on-platform experience is replicated onto cinema screens to capture the attention of viewers during the pre-show with a display of TikTok’s top content, which brands can advertise alongside.
The latest move from TikTok follows other advancements on the ad front for the platform. The company in August announced a new functionality for marketers allowing for ads to appear as part of a user’s search results. In September, TikTok also outlined several new measurement capabilities intended to help advertisers better track if campaigns result in conversions. Meanwhile, the platform is also testing a new ad-free tier in a market outside of the U.S., a likely response to tightening EU regulations around data privacy.
