Is OOH the future of TikTok?
by Garett Farrell

TikTok has always been at the forefront of innovation, providing users with a powerful platform to create captivating content with. However, their recent announcement takes creativity to a whole new level. Not content with disrupting the social media landscape, they’re now looking to pull a similar trick with out of home advertising (OOH), in addition to cinema and connected TV (CTV).

What is “Out of Phone TikTok”?

“Out of Phone TikTok” (see what they did there?) is a paradigm-shifting concept that extends TikTok beyond the confines of your mobile screen. It is essentially an expansion of the TikTok experience into various other devices and platforms. This bold move by TikTok is driven by the aim to provide users with more versatile and immersive content consumption options.

Coming to a billboard near you

Arguably the most exciting concept unveiled is TikTok’s OOH advertising solution. It extends the platform to digital billboards, offering brands an opportunity to connect with their audience in real-world settings. Let’s take a closer look at how this innovative approach to OOH advertising works and the benefits it offers:

1. Diverse Placement Options
TikTok’s OOH advertising solution provides brands with a wide range of placement options. This versatility allows businesses to tailor their campaigns to specific locations and demographics. From high-traffic city centres to niche markets, TikTok’s OOH advertising can reach audiences where they are most engaged.

2. Seamless integration with TikTok’s platform

One of the standout features of TikTok’s OOH advertising is its integration with the TikTok app itself. Users who encounter these ads on billboards or kiosks can seamlessly engage with the content using the app. This synergy between the physical and digital worlds enhances the user experience and maximises engagement.

3. Data-driven targeting

TikTok leverages its robust user data to enable precise targeting for OOH advertising campaigns. By analysing user behaviour and preferences, brands can deliver content that resonates with their ideal audience.

4. Creative Freedom

Creativity knows no bounds on TikTok, and the same holds true for OOH advertising. Brands have the freedom to experiment with various formats, from short video clips to visually striking images. This creative freedom allows for captivating and memorable campaigns that leave a lasting impact.

Other new platforms

“Out of Phone TikTok” is not just about OOH – it’s also about reaching other non-mobile platforms such as CTV. TikTok’s integration with smart TVs allows users to seamlessly transition from their mobile devices to the big screen. This integration is set to enhance the viewing experience, making it more enjoyable for users to watch their favourite TikTok videos on a larger display.

With “Out of Phone TikTok”, you can now access TikTok content through web browsers. This feature opens up a world of possibilities, making it easier than ever to browse and engage with TikTok videos on your computer or laptop. There’s even gaming console connectivity, allowing users to view TikTok’s while immersed in their favourite games.

The future?

TikTok has been a social media sensation, with nearly 20 million users a month in the UK. Whether the introduction of “Out of Phone TikTok” is a game-changer for OOH and other platforms remains to be seen. One thing is for sure, TikTok has changed the game when it comes to content creation, so it will be fascinating to see if it can make the leap from the phone in your pocket, to a giant digital billboard.

October 25, 2023

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