• by Colin Kirkland , 11 hours ago

Building on the initial launch of its “Out of Phone” advertising program, TikTok is bringing new partners to its multi-screen advertising experience across billboards, in-store displays, cinema promos and more, expanding user-generated-content viewership to the European market.

TikTok is introducing six additional partners to its off-platform ad program -- including Alight Media, DooH it, Powerpull, Zoom Media, Next-Gen Media, and C-Screens – marking a strategic expansion from the U.S. to the U.K., France, Belgium, Spain, and Italy.

According to TikTok’s announcement, this wave of Out of Phone partnerships aim to bring the app’s creator-made videos to “wellness centers, shopping malls, outdoor TV screens, bars, supermarkets and universities” across the region.

In addition to the company’s initial program partners -- ReachTV, GSTV and Vevo -- TikTok offered ad placements with Curb, Westfield Malls, Rockbot, and Hope Hydration last year, with plans to run brand promotions in over 15,000 taxi cabs 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. 

In May, TikTok further expanded its offering by partnering with Vistar Media -- which as of January 2025 controlled over 1.1 million digital OOH placements, including in New York City's Times Square.

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

TikTok has been exploring the potential for off-app streaming since its deal with video content provider Atmosphere in 2022, which invited businesses to show TikTok content across TVs in restaurants, gyms, bars, and other public locations.