Observed Signal · Jun 24, 2024 · Product Launch · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
TikTok Extends Out of Phone to DOOH, Times Square
TikTok announces Out of Phone: Mission, an extension of its Out of Phone program and Branded Mission, enabling brands to showcase top-performing creator content from TikTok on Digital Out-of-Home (DOOH) screens—such as billboards, cinema displays, and in-store screens. This enables brands to reach audiences who are offline and at locations with high foot traffic, like Times Square, while amplifying authentic, branded content beyond the app. The solution combines Out of Phone with Branded Mission to convert creator videos into ads and to allow creators to earn via Branded Mission. The news was shared by TikTok on June 20, 2024. The article also notes a prior DOOH collaboration between Pinterest and Ströer and mentions TikTok’s broader creator-tool ecosystem, including Whee (an Instagram-style copy) and the AI social network Butterflies.
Major platform product launch enabling cross-channel DOOH advertising.
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Key Takeaways & Evidence Grounding
- TikTok launches Out of Phone: Mission as an extension to Out of Phone and Branded Mission.
- Out of Phone: Mission enables top-performing TikTok creator content to run on DOOH screens (billboards, cinemas, in-store).
- Times Square is highlighted as an ideal DOOH location for this campaign concept.
- Announcement published June 20, 2024 via TikTok Comms / Newsroom.
- Pinterest collaborated with Ströer on DOOH integrations prior to this initiative.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
TikTok recreates ads for billboards with Vistar
TikTok has partnered with Vistar Media to translate and recreate in-app TikTok creatives for billboards and other out-of-home screens as part of its out-of-phone program. Vistar’s in-house creative studio reformats vertical, sound-on mobile ads into horizontal, static or interaction-mimicking DOOH formats while adhering to TikTok’s brand and IP controls. The offering is currently a managed service that requires an active TikTok campaign meeting an internal threshold; measurement can use standard DOOH providers alongside TikTok’s brand-lift and on-platform metrics. The partnership began in late 2024; TikTok launched its out-of-phone program in 2023 and continues to work with a limited set of DOOH partners including Adomni, Screenvision, Vevo and Loop TV.
Displayce and TikTok Expand Campaigns to DOOH Europe
Displayce has partnered with TikTok to enable TikTok’s out-of-phone (OOP) campaigns to run on digital out-of-home (DOOH) screens across Europe. The collaboration brings TikTok creative and full-motion assets onto premium urban DOOH inventory, citing partners such as JCDecaux, Ocean Outdoor and Bauer Media. The move aims to extend mobile campaign reach into public spaces to create continuity between in-app and real-world exposure. Displayce positions the deal as accelerating programmatic DOOH growth via strategic alliances; the companies cite industry evidence (IPA Databank) that OOH used alongside social can boost overall campaign effectiveness by up to 20%. Executives from Displayce and TikTok provided statements announcing the partnership and its benefits for brands and agencies.
TikTok Rebrands Advertiser Pitch Around Full-Funnel
TikTok has launched a global business-facing repositioning under the tagline “Watch it. Love it. Want it.” to formalize its claim as a full‑funnel advertising platform. The campaign, developed with agency Gravity Road and led by Sofia Hernandez (global head of marketing and partnerships), follows new ad-product announcements at NewFronts and the resolution of TikTok’s U.S. legal uncertainty. TikTok introduced premium ad formats—Logo Takeover, Prime time and TopReach—to appeal to big brands and TV advertisers and to win both brand and performance budgets. The campaign will run across the refreshed TikTok for Business site, on-platform placements, social channels, TikTok’s Out‑of‑Phone (OOH/DOOH) network, events and office activations. Industry observers note the move aims to convert attention into measurable business outcomes and compete for ad dollars with platforms such as YouTube.
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