TikTok, a short video sharing platform that is conquering everyone thanks to its innovative and engaging entertainment model, wants to expand its reach by going beyond the mobile screen with the Out of Phone advertising solution.
TikTok's OOH solution allows brands to leverage their content in additional placements, including billboards, movie theaters, bars, restaurants, airports, stores and more to reach new audiences.
Before delving into all the new features introduced by TikTok, let's take a step back and explain what Out Of Home Adv is.
OOH is all those forms of communication found "outside the home" such as posters, billboards, illuminated signs, decorations, messages on public transport and much more.
One of the possibilities offered by this type of advertising is, obviously, large format printing: extraordinary locations and large sizes (especially in the center of large cities) guarantee a highly impactful "wow" effect!
In recent times, thanks to the Internet and Programmatic Adv, we have been hearing more and more about Digital Out Of Home.
Through the analysis of online user data, it is possible to publish dynamic promotional messages on different digital media placed around the city or in specific places such as:
-LED and LCD screens
-Video projections on the facades of buildings or on natural surfaces
-Holograms (three-dimensional digital reproduction)
Certainly the dynamism of DOOH makes the possibility of being noticed by passers-by much higher than more classic billboards. LED screens transmit a very high perceived quality and can go in perfect continuity with TV and Web commercials. DOOH is preferable to TV or the web because it is 100% viewable, non-skippable and brand-safe.
Given these recent developments, the Chinese platform, to keep up with the times, has decided to launch its version of OOH through Out Of Phone to bring TikTok moments outside of the smartphone and unleash a world of possibilities creative.
“With Out of Phone, we're bringing TikTok beyond the palm of our hands and into our everyday lives,” said Dan Page, Global Head of Distribution, New Screens, TikTok. - “From billboards to restaurants, gas stations to airports, we are on a mission to create endless ways for our community to experience the joy and creativity of TikTok.”-.
Let's now see the types offered by the platform:
Out of Phone - Billboard
Brands can become active on TikTok and outdoor advertising through Out of Phone Billboard which takes existing campaigns and amplifies them on billboards around the world increasing awareness of the campaign.
Out of Phone - Cinema
With Out of Phone Cinema, TikTok arrives on the big screen, replicating the experience of the platform on cinema screens, capturing the audience during the pre-show.
Out of Phone - Other screens
With billions of screens around the world, the possibilities of Out of Phone are endless: OOP allows you to bring engaging TikTok content across networks and screens to huge audiences.
The first partners to activate this solution were Adomni, DIVE Billboards, GSTV, Loop TV, Raydiant, ReachTV, Redbox, Screenvision, VEVO and others.
Notably, L'Oréal's skincare brand “CeraVe” was one of the first to extend its TikTok advertising campaign to OOH screens with the #CleanseLikeaDerm campaign that ran in Times Square this summer.
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