• by Colin Kirkland , Yesterday

Building on the initial launch of its “Out of Phone” advertising program, TikTok is introducing new partners to the multi-screen ad experience across billboards, in-store displays, cinema promos and more in America's shopping malls, taxis, and water-refilling stations.

In addition to ReachTV, GSTV and Vevo, TikTok will now begin offering brands ad placements with Curb, Westfield Malls, Rockbot, and Hope Hydration, inviting advertisers to reach consumers in specific locations beyond mobile.

TikTok says these four new partnerships will allow the company to run brand promotions in over 15,000 taxicabs for millions of passengers annually via Taxi TV, as well as on Westfield Malls' in-store displays; “tens of thousands of screens at consumer-centric locations” via Rockbot’s varied signage, and on 55” digital screens incorporated into hydrations stations in high-traffic spaces.

“Our goal is to make TikTok ubiquitous,” Dan Page, head of TikTok’s New Screens Team, told MediaPost in 2023, when the company first launched Out of Phone. “There are over two billion ‘New Screens’ outside of mobile and our goal is to be on all of them.”

TikTok used the initiative to target almost any space with a consumer-facing screen, including billboards, kiosks, cinemas, bars, restaurants, cars, airports, gas stations.

Relevant images provided by the ByteDance-owned company show TikTok dance moves displayed on gas station fuel tanks, gardening tips on Redbox movie-rental machines, cooking content on a flatscreen behind the counter at a hot sauce seller's brick-and-mortar, and most notably, CeraVe-sponsored creator tutorials and testimonials on the brand's digital billboards.

Last year, the company also announced the inclusion of UGC into its Out of Home campaigns.

TikTok's new Out of Phone offerings are now live in the U.S. alongside previously partnered networks, such as BCTV, Bull Media, C-Screens, GSTV, Ivee, Loop TV, NRS, Proxymo, ReachTV, Rockbox, Screenvision, UB Media, Volta, Wally, and Zanzar.