Social media platform TikTok increases efforts to transition beyond smartphone usage
TikTok, the popular social media platform, is taking a step further in connecting brands and creators with physical audiences by expanding its Out of Phone program. This initiative aims to bring TikTok content to screens beyond users' phones, allowing brands to engage with consumers in the real world[1][2][4][5].
The expanded partnerships include consumer-centric locations such as shopping malls, taxis, gyms, airports, and hydration stations. Notable new partnerships involve Westfield Malls, Curb, Rockbot, and Hope Hydration[1][2][4][5].
Westfield Malls
TikTok content and ads will appear on screens within upscale malls across the U.S., targeting shoppers who are in a discovery mindset and ready to buy[1][2][4][5]. Kristen Jackman, senior vice president of Westfield Rise U.S., expressed support for TikTok's Out of Phone program.
Curb
Taxi-top digital displays across 65 markets will show full-screen TikTok videos to millions of passengers annually, turning rides into branded discovery experiences[2][4][5].
Rockbot
A streaming digital media provider serving gyms, cafes, airports, and other consumer-centric locations, Rockbot will enable TikTok videos to reach tens of thousands of additional screens nationwide[1][2][5].
Hope Hydration
Smart water refill stations displaying TikTok content will blend sustainability with media in high-traffic areas[2][5].
These partnerships allow brands and creators to repurpose viral TikTok content as digital out-of-home advertising, expanding the platform's influence beyond phones and enhancing real-world engagement with consumers[1][2][4][5].
The Out of Phone program leverages these physical environments to complement TikTok's in-app discovery and e-commerce activities, helping brands reach shoppers through multiple touchpoints[1][2][4][5].
Interestingly, a recent report found that luxury shoppers use TikTok for product review videos and influencer content[3]. Consumers are also using TikTok to discover items across various categories[3]. Last year, TikTok Shop, TikTok's e-commerce solution, saw U.S. users averaging $700[6].
The expanded offerings of TikTok's Out of Phone program are now live in the U.S[6]. TikTok has partnered with Westfield Malls to bring its advertising and content to screens in upscale shopping centers in the U.S[2].
[1] https://www.adweek.com/digital/tiktok-out-of-home-expands-to-westfield-malls-curb-rockbot-hope-hydration/ [2] https://www.marketingdive.com/news/tiktok-expands-out-of-phone-program-to-westfield-malls-curb-rockbot-hope-hydration/659329/ [3] https://www.businessoffashion.com/articles/technology/tiktok-luxury-shopping-louis-vuitton-gucci [4] https://www.adexchanger.com/digital-news/tiktok-out-of-home/ [5] https://www.mediapost.com/publications/article/375270/tiktok-expands-out-of-home-program-to-westfield-m.html [6] https://www.adweek.com/digital/tiktok-out-of-home-expands-to-westfield-malls-curb-rockbot-hope-hydration/
- TikTok's Out of Phone program has expanded to include Westfield Malls, where TikTok content and ads will be displayed on screens within upscale shopping centers, targeting shoppers who are in a discovery mindset and ready to buy.
- Curb, a provider of taxi-top digital displays, has partnered with TikTok to show full-screen TikTok videos on millions of taxis annually, turning rides into branded discovery experiences.
- Rockbot, a streaming digital media provider, will enable TikTok videos to reach tens of thousands of additional screens nationwide, serving various consumer-centric locations such as gyms, cafes, airports, and more.
- Smart water refill stations by Hope Hydration will display TikTok content in high-traffic areas, blending sustainability with media. These partnerships allow brands and creators to repurpose viral TikTok content as digital out-of-home advertising, enhancing real-world engagement with consumers.
