Social media app TikTok broadens its operations to venture beyond smartphone usage
TikTok's Out of Phone Program Expands to Include Westfield Malls and More
TikTok's Out of Phone program, designed to give brands and creators real-world opportunities to connect with physical audiences, has expanded with four new partners. The program now includes vehicles, shopping malls, fitness centers, airports, and more.
One of the new partners is Westfield Malls, with TikTok advertising and content appearing in upscale shopping centers across the U.S. This partnership will see TikTok content on tens of thousands of screens at consumer-centric locations across the country.
Kristen Jackman, senior vice president of Westfield Rise U.S., expressed her excitement about the collaboration, stating, "We're thrilled to bring the power of digital storytelling into the physical spaces of Westfield malls."
TikTok's Out of Phone program was created to extend the platform beyond phones to diverse physical locations. This expansion aims to enable creators and brands to connect with consumers in multiple real-world environments.
Dan Page, the global head of partnerships and new screens at TikTok, also commented on the expansion, saying, "This Out of Phone program broadens TikTok’s presence beyond phones to diverse physical locations, enabling creators and brands to connect with consumers in multiple real-world environments."
In addition to the partnership with Westfield Malls, TikTok is also partnering with Rockbot, a streaming digital media provider for businesses. This partnership will see TikTok content on thousands of screens in fitness centers, airports, retail stores, and restaurants.
A recent report found that luxury shoppers use TikTok to find product review videos and influencer content. Consumers are also using TikTok to discover items across various categories, including luxury items.
On TikTok's e-commerce solution, TikTok Shop, U.S. users averaged $700 on the platform last year, according to PartnerCentric. This significant consumer engagement with TikTok’s e-commerce platform illustrates the potential of the Out of Phone program to drive sales in physical locations.
TikTok's Out of Phone program is now live in the U.S., joining previously launched networks such as Loop TV and Screenvision. The expansion includes partnerships with Curb, a vehicle advertising company, and Hope Hydration, which provides digital screens at water refilling stations called HydroStations, located in high-traffic places like Times Square and music festivals.
With this expansion, TikTok is positioning itself as a major player in the digital advertising landscape, offering brands and creators the opportunity to reach consumers in a variety of physical settings. The Out of Phone program is set to revolutionize the way brands and creators connect with consumers, bringing the power of digital storytelling into the physical world.
[1] Source: TikTok press release [3] Source: Westfield press release [5] Source: Rockbot press release
TikTok has entered into a partnership with Westfield Malls, aiming to bring digital content from TikTok to upscale shopping centers across the U.S. on tens of thousands of screens. This collaboration aligns with TikTok's Out of Phone program, which seeks to extend its platform beyond phones to various physical locations.
In addition to Westfield Malls, TikTok is also partnering with Rockbot, a digital media provider for businesses, to show TikTok content on thousands of screens in fitness centers, airports, retail stores, and restaurants.
The expansion of TikTok's Out of Phone program is not limited to shopping malls and businesses; it also includes partnerships with Curb, a vehicle advertising company, and Hope Hydration, providing digital screens at water refilling stations.
TikTok's Out of Phone program, coupled with its e-commerce solution, TikTok Shop, demonstrates the potential for significant consumer engagement and sales in physical locations, positioning TikTok as a major player in the digital advertising landscape. By connecting with consumers in a variety of physical settings, TikTok is set to revolutionize the way brands and creators engage with their audiences. [Sources: TikTok press release, Westfield press release, Rockbot press release]
