TikTok has launched a new out-of-home (OOH) ad solution, ‘Out of Phone’ feature.
It will enable brands to use TikTok content on billboards, within in-store displays and cinema promos.
Brands can replay clips on a range of new surfaces, expanding the exposure potential of their promotions.
The feature has three elements including:
- Out of Phone: Billboard – This option will enable advertisers to use their existing campaigns on billboards in the real world
- Out of Phone: Cinema – It aims to replicate the TikTok experience on cinema screens
- Out of Phone: Other Screens – It will enable ad partners ‘to bring engaging content directly to their audiences on their global networks and screens’. That includes bars, restaurants, airports, gas stations, and retail stores, via bespoke partnerships with the TikTok ads team.
The solution is personalised for each partner, with tailored programmes meant to suit audiences in specific spaces and locations.
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.
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.
@tiktoknewsroom Introducing Out of Phone! This new out-of-home solution enables brands and partners to extend TikTok content beyond the platform, into the real world through screens on billboards, in cinemas, restaurants, airports, gas stations, retail stores, and more.? ? Learn more at the link in our bio!
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 the social media platform’s numerous partnerships with the solution, including Redbox and Vevo, brands have already begun experimenting with Out of Phone.
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.
