Briefing

Category

Media

Date posted

23 Oct 2023

Read Time

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TikTok expands into the world of OOH and Cinema

After taking over the world of social in the last few years, TikTok is expanding into OOH and Cinema advertising.

Named “Out of Phone”, the initiative allows partners and brands to use TikTok content beyond the four corners of the phone screen to reach new audiences through OOH and cinema partnerships.

Brands can now activate campaigns that run on TikTok and on physical OOH and cinema screens, alongside some of TikTok’s top content.

What we think

We see three main takeaways from the annoucement of this new offering:

  1. For TikTok, it’s an interesting attempt to add scale to its ad offering, and potentially increase their reach among an older and more affluent audience in inner cities.
  2. It is also indicative of a wider trend within social media, which is transitioning from being a purely performance-driving channel into a tool for upper funnel brand building. Buying OOH through TikTok enables mass reach and awareness.
  3. Finally, it’s important not to rely on a single channel for success, and this update offers a simple way to diversify the media mix. 

Get testing!

Consider allocating some test budget to the new feature, especially if your business goals require you to reach large audiences.

Before jumping in, consider whether your creative approach works for the big screen. Short-form video and traditional OOH content are very different in their approach, so it’s important to test different creative to see what works best for your audience and campaign goals using each format.