With the launch of “Out of Phone,” TikTok plans to increase the reach of its content to a variety of DOOH screens, including those in airports, gas stations and movie theaters. The announcement was made during Advertising Week held in New York this October.

With Out of Phone, we’re taking TikTok beyond the palm of our hands and into everyday life.
Dan Page, global head of new screen distribution for TikTok.

The offering will benefit both brands and creators, who will be able to run a campaign on TikTok, generate growth within the platform’s communities, and then amplify that work on DOOH. Content will be selected for different audiences and updated periodically to share only the most recent and engaging videos.

So far, TikTok has partnered with DOOH media owners in the U.S., Canada and LATAM. Also, a company spokesperson told The Media Leader that partnerships are being explored in the European Union and the United Kingdom.

@tiktoknewsroomIntroducing 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!♬ Canyons – Official Sound Studio
Why is TikTok deciding to enter the DOOH market?

According to Jeslyn Tan, CEO of Stellar Ace, the move is not unexpected. “We know OOH is here to stay and is on the path to growth so it’s only natural online players will turn to offline spaces to create an omnichannel experience,” she says.

In addition, with DOOH there is an opportunity to reach people from different ages. It is clear that TikTok aims to go beyond youngsters, to get more active users by demonstrating how entertaining (and addictive) its content can be.

Can TikTok content be adapted to DOOH?

The differences between online and outdoor advertising content are very noticeable. One aspect to take into account is sound. According to a study, almost 90% of TikTok users agree that sound is vital to the platform experience. So the social media will have to prioritize visual appeal with videos that can be understood without sound, such as jokes, recipes or sports.

Given this, while the goal is to aim for an omnichannel strategy, it will not always work to copy and paste the content. In this type of strategy it is key to personalize the message to adapt to different channels and generate a consistent brand experience.