For years now, TikTok has been one of the world’s most consumed social media platforms, known for its quick videos (aka “TikToks”) as that act as both organic and paid content formats. In its latest endeavor, TikTok offers more entertainment and engagement “IRL.”
As channels like TikTok expand their paid media capabilities, it’s critical that your paid media team knows yes, all the main ad formats, but also (and perhaps especially) all emerging offerings as they are announced. In line with our best practices, our omnichannel media team is closely studying TikTok’s latest emergence into physical screens beyond the phone.
Live Streaming Reality: TikTok’s Global OOH Program
Integrating video assets into Out of Home (OOH) creative is something industry leaders, such as Outfront, Clear Channel and Lamar, have all been working on for some time. Innovation in this space is welcome, so TikTok, in partnership with Adomni, is launching the paid “TikTok Out of Phone” program, targeting approximately 2 billion screens beyond mobile devices.
The “Out of Phone” program is extending its offerings from select partners to a worldwide audience making this a more broadly accessible channel for media plans across the board. Some in the media space even believe this could be the last unexplored frontier for content creators and brands alike.
The Future of TikTok’s OOH
Their goal is not just to display TikTok videos on billboards, but to create immersive TikTok experiences in physical spaces. With the mantra “Make TikToks, not ads”, brands and agencies are investing in unique messaging for TikTok ads specifically and paid media professionals must coordinate that nuance in their campaign planning.
This offering is also a new way for brands to interact with creators. It’s crucial to pair the right brands and creators for maximum campaign impact. These collaborations can be scalable and mutually beneficial, creating a 360-degree engagement cycle that reaches from billboards back to the TikTok platform.
With TikTok content on digital out of home (dOOH) screens, media experts can also leverage nearby mobile phone IDs to retarget with on-platform campaigns, a new retargeting tactic that follows the days of beacons and offers cross device reach with scalability.
While TikTok has not ventured into Connected TV (CTV) yet, it is a logical and potential next step that we are monitoring closely. At a recent industry conference we attended, brands partnering with creators were said to achieve a 66% brand lift and a 26% increase in brand favorability — A possible win-win for the right fit campaigns.
What Marketers Should Know
In terms of ad spend per adult per hour, TikTok offers a relatively cost-effective advertising solution. Advertisers are projected to spend significantly less this year on TikTok ($0.16 per hour per adult) as compared to Facebook ($0.88) and Instagram ($0.98). This means there is considerable potential for budget reallocation, offering marketers the opportunity to maximize their reach on diverse platforms with these savings.
As part of a strategic media plan, your media agency may recommend using TikTok’s OOH placements as an extension of mobile ad creative, ensuring the brand remains top of mind across various media. This approach allows for consistent brand messaging and an integrated marketing strategy, bridging the gap between social media and real-world advertising.
On the other hand, OOH TikTok pieces do not have sound. This may pose a challenge, as sound is indicated to be a key part of the TikTok experience (think of knowing a song snippet specifically because it’s tied to a TIkTok trend). To overcome this, the visual aspects of the ad must instead be the piece that catches viewer attention.
Navigate Media Channel Updates with a Paid Media Agency
As media channels unveil new capabilities, advertisers face the challenge of keeping up with rapid changes. Media agencies bring a wealth of expertise and insights to the table, enabling advertisers to adapt swiftly, leverage the latest features effectively, and maintain a competitive edge. So, when a media channel like TikTok releases features, collaborate with media planners to turn the opportunity into tangible results.
Looking for more information on OOH or dOOH? We’ve got you covered! Check us out for more info.
For years now, TikTok has been one of the world’s most consumed social media platforms, known for its quick videos (aka “TikToks”) as that act as both organic and paid content formats. In its latest endeavor, TikTok offers more entertainment and engagement “IRL.”
As channels like TikTok expand their paid media capabilities, it’s critical that your paid media team knows yes, all the main ad formats, but also (and perhaps especially) all emerging offerings as they are announced. In line with our best practices, our omnichannel media team is closely studying TikTok’s latest emergence into physical screens beyond the phone.
Live Streaming Reality: TikTok’s Global OOH Program
Integrating video assets into Out of Home (OOH) creative is something industry leaders, such as Outfront, Clear Channel and Lamar, have all been working on for some time. Innovation in this space is welcome, so TikTok, in partnership with Adomni, is launching the paid “TikTok Out of Phone” program, targeting approximately 2 billion screens beyond mobile devices.
The “Out of Phone” program is extending its offerings from select partners to a worldwide audience making this a more broadly accessible channel for media plans across the board. Some in the media space even believe this could be the last unexplored frontier for content creators and brands alike.
The Future of TikTok’s OOH
Their goal is not just to display TikTok videos on billboards, but to create immersive TikTok experiences in physical spaces. With the mantra “Make TikToks, not ads”, brands and agencies are investing in unique messaging for TikTok ads specifically and paid media professionals must coordinate that nuance in their campaign planning.
This offering is also a new way for brands to interact with creators. It’s crucial to pair the right brands and creators for maximum campaign impact. These collaborations can be scalable and mutually beneficial, creating a 360-degree engagement cycle that reaches from billboards back to the TikTok platform.
With TikTok content on digital out of home (dOOH) screens, media experts can also leverage nearby mobile phone IDs to retarget with on-platform campaigns, a new retargeting tactic that follows the days of beacons and offers cross device reach with scalability.
While TikTok has not ventured into Connected TV (CTV) yet, it is a logical and potential next step that we are monitoring closely. At a recent industry conference we attended, brands partnering with creators were said to achieve a 66% brand lift and a 26% increase in brand favorability — A possible win-win for the right fit campaigns.
What Marketers Should Know
In terms of ad spend per adult per hour, TikTok offers a relatively cost-effective advertising solution. Advertisers are projected to spend significantly less this year on TikTok ($0.16 per hour per adult) as compared to Facebook ($0.88) and Instagram ($0.98). This means there is considerable potential for budget reallocation, offering marketers the opportunity to maximize their reach on diverse platforms with these savings.
As part of a strategic media plan, your media agency may recommend using TikTok’s OOH placements as an extension of mobile ad creative, ensuring the brand remains top of mind across various media. This approach allows for consistent brand messaging and an integrated marketing strategy, bridging the gap between social media and real-world advertising.
On the other hand, OOH TikTok pieces do not have sound. This may pose a challenge, as sound is indicated to be a key part of the TikTok experience (think of knowing a song snippet specifically because it’s tied to a TIkTok trend). To overcome this, the visual aspects of the ad must instead be the piece that catches viewer attention.
Navigate Media Channel Updates with a Paid Media Agency
As media channels unveil new capabilities, advertisers face the challenge of keeping up with rapid changes. Media agencies bring a wealth of expertise and insights to the table, enabling advertisers to adapt swiftly, leverage the latest features effectively, and maintain a competitive edge. So, when a media channel like TikTok releases features, collaborate with media planners to turn the opportunity into tangible results.
Looking for more information on OOH or dOOH? We’ve got you covered! Check us out for more info.
