TikTok’s ‘out of phone’ program allows brands to repurpose their TikTok content and target consumers with digital out of home ads in shopping malls, retailers, taxis and more.
TikTok recently expanded where consumers can view its content to include taxis, malls, small businesses and water fountains.
Placing TikTok content on screens outside of its app is what the social media giant is calling “out of phone,” riffing off the marketing channel “out of home.” This initiative debuted in 2023 and included content on billboards and retail stores. The expansion now includes screens owned by taxi service Curb, Westfield Malls, retail ad platform Rockbot and water refill stations Hope Hydration.
TikTok’s program is good news for marketers, as it allows creator content to live beyond social media platforms, said Kelsey Chickering, principal analyst at Forrester Research.
“This expansion helps marketers work their creator assets even harder,” Chickering said. “Digital out of home is a natural extension for creator campaigns and a great way for marketers to get more eyes on that existing content.”
At Westfield malls, TikTok content, including ads, will run on screens while consumers are in a shopping environment.
“There’s truly no better place to connect with consumers than when they’re in a discovery mindset — with curiosity sparked and wallets open,” said Kristen Jackman, senior vice president of Westfield Rise U.S. “It’s an exciting new chapter for how brands can inspire action and drive meaningful engagement at scale.”
With Curb, TikTok adds its content to 15,000 vehicles in 65 markets to reach millions of passengers annually.
While this is initiative will help brands reach more consumers, it is not a replacement for advertising and publishing content within the TikTok app, Forrester’s Chickering said.
“TikTok’s highly addictive experience and discerning algorithm is an excellent place for product discovery,” she said. “Making sure their creator content shows up on other channels simply helps retailers reach more shoppers, more often.”
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