- TikTok today revealed the way it is extending its reach beyond mobile screens with the launch of a recent 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 can also be updated often to incorporate relevant TikTok content, per release details.
- Partners already using the brand new solution include Adomni, Dive, GSTV, Loop TV, Raydiant, ReachTV, Redbox, Screenvision and Vevo, amongst others. The move sees TikTok enshrining its place beyond mobile screens while bolstering its ads business.
TikTok is trying to expand its reach beyond the mobile screen with its recent Out of Phone ad solution, which is able to 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 primary brands to increase 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 on a regular basis life,” said Dan Page, global head of distribution, recent screens, TikTok, in the discharge.
Using the brand new solution, brands could kick off a campaign on TikTok, generate growth throughout the platform’s communities and creators, after which amplify that work on the opposite platforms for prolonged reach, potentially helping them tap into recent audiences. Along with TikTok’s quite a few partnerships with the solution, including Redbox and Vevo, brands have already got begun experimenting with Out of Phone, per the discharge.
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 eye of viewers through 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 recent functionality for marketers allowing for ads to look as part of a user’s search results. In September, TikTok also outlined several recent measurement capabilities intended to assist advertisers higher track if campaigns lead to conversions. Meanwhile, the platform can also be testing a recent ad-free tier in a market outside of the U.S., a probable response to tightening EU regulations around data privacy.
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