TikTok is expanding Out of Phone again. Launched in 2023, the program lets brands use TikTok content on billboards, in-store displays, cinema promos, and other screens beyond the app. After broadening placements earlier this year through a Vistar Media partnership, TikTok has now added six more partners: Alight Media, DooH it, Powerpill, Zoom Media, Next-Gen Media, and C-Screens.
Per TikTok, the new partners "significantly expand TikTok's real-world presence across the UK, France, Belgium, Spain, and Italy," amplifying organic creator content across screens in wellness centres, shopping malls, outdoor TV screens, bars, supermarkets, and universities. The notable unlock: marketers can now include user-generated content in these placements. A proven creator video no longer ends its life in the feed — it can extend to street and in-store screens.
For lighter budgets, there's also a more generic option via TikTok's existing Atmosphere deal, which streams curated TikTok content on TVs in restaurants, bars, and gyms.
The program's essence is converting the ubiquity of the TikTok format into offline reach. Vertical short-form grammar — captions, hooks, a creator's face — has become the most familiar video language consumers know. The same asset on an out-of-home screen reads as more native and less ad-like than traditional OOH creative. For TikTok, it's also straightforward business expansion: more sellable inventory beyond the app.
The practical shift is in creative depreciation. Until now, a TikTok asset ran a few days in the feed and expired. In the Out of Phone structure, performance-proven creator content and UGC get a second screening room offline — which means planning creative from day one to work without sound, with captions and visual hooks that survive a supermarket screen.
Korean advertisers can't buy most of these placements yet — the partnerships are Europe- and US-centric — but the direction is worth tracking. TikTok extending its touchpoints beyond the app is the same trendline as its creator newsletters pushing fan relationships off-platform, covered in TikTok Launches a Creator Newsletter — the Live Commerce Gap Behind It. And the fact that what goes out-of-home is creator content rather than polished ads aligns exactly with the data in TikTok Is Cueing Teen Appetites — and Influencer Clips Beat Ads: what wins, on any screen, is advertising that reads as content.
A program launched in 2023 that lets brands run TikTok content on screens beyond the app — billboards, in-store displays, cinemas, and TVs in bars and gyms. The latest expansion adds six DOOH partners across the UK, France, Belgium, Spain, and Italy.
Yes — as of this expansion, marketers can include user-generated content in Out of Phone promotions, giving proven in-app creator content and UGC a second life on out-of-home screens.
TikTok's partnership with Atmosphere offers a more generic option: curated TikTok content streams on TVs in restaurants, bars, and gyms — a lighter entry point than targeted large-format placements.
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