TikTok Takes to the Streets: The Rise of ‘Out of Phone’ Advertising
TikTok is extending its reach beyond smartphones and into the physical world through a partnership with Displayce. This collaboration brings TikTok’s “Out of Phone” (OOP) solution to Europe, displaying mobile campaigns on digital out-of-home (DOOH) screens in high-traffic urban areas. This isn’t just about bigger ads; it’s a fundamental shift in how brands connect with consumers.
The ‘Halo Effect’: Bridging the Digital and Physical
The core idea behind OOP is to create synergy between the digital and physical realms. According to Pablo Fugazza, AdTech Partnerships Director at Displayce, the goal is to “marry the massive and cultural reach of TikTok with the impact of the real world.” Seeing a brand on a mobile device and then encountering it physically in a city can significantly boost campaign effectiveness – by as much as 20%.
This isn’t simply about extending the reach of mobile advertising. It’s about adding value and impact to communication by connecting the digital experience to a physical presence.
Branding Over Individual Targeting
While DOOH advertising isn’t modern, its application within the TikTok ecosystem represents a change in approach. Currently, DOOH remains primarily a branding channel, focusing on building awareness rather than individual targeting. Audience segmentation relies on traditional contextual factors associated with out-of-home advertising, and campaign success is measured through brand awareness surveys rather than individual tracking.
The Power of Programmatic DOOH
Digital signage has existed for years, but the scale of this new initiative, powered by Displayce’s technology, is what sets it apart. Previously, launching campaigns across multiple DOOH providers required complex, individual negotiations. Now, programmatic technology streamlines the process.
Displayce’s connections with supply-side platforms (SSPs) enable the instant deployment of multi-country campaigns. This combination of cutting-edge technology and TikTok’s global appeal creates a unique offering in the advertising market.
Beyond TikTok: The Future of ‘Out of Phone’
TikTok is pioneering this approach, but it’s unlikely to remain exclusive. As Pablo Fugazza notes, when a trendsetter like TikTok achieves success with an innovative solution, others often follow. However, widespread adoption will depend on demonstrating the added value and effectiveness of these campaigns.
We can anticipate other social media platforms exploring similar integrations. Imagine Instagram Stories seamlessly transitioning to DOOH displays, or Snapchat filters coming to life on city streets. This convergence of digital and physical advertising is poised to reshape the landscape of brand communication.
The Rise of Experiential DOOH
The future of DOOH isn’t just about displaying ads; it’s about creating immersive experiences. Interactive DOOH displays, augmented reality integrations, and location-based personalization will become increasingly common. Brands will leverage DOOH to offer unique, memorable interactions that extend beyond simple brand exposure.
For example, a clothing retailer could display a DOOH ad that allows passersby to virtually “endeavor on” clothes using augmented reality. Or a food delivery service could offer location-specific discounts based on nearby restaurants.
Data and Measurement in the OOP Era
As OOP advertising gains traction, the need for robust measurement and attribution will become critical. While traditional metrics like impressions and reach remain key, brands will need to explore new ways to quantify the impact of these campaigns. This includes leveraging mobile location data, foot traffic analysis, and brand lift studies.
The integration of online and offline data will be essential for understanding the full customer journey and optimizing campaign performance.
FAQ
What is ‘Out of Phone’ (OOP) advertising? OOP advertising extends mobile campaigns to digital out-of-home (DOOH) screens, bridging the gap between the digital and physical worlds.
How does TikTok’s partnership with Displayce work? Displayce’s technology enables TikTok campaigns to be displayed on premium DOOH screens across Europe.
Is DOOH advertising effective? DOOH advertising can boost campaign effectiveness by up to 20% due to the ‘halo effect’ of seeing a brand both online and offline.
Is DOOH advertising focused on branding or targeting? Currently, DOOH advertising is primarily a branding channel, focusing on building awareness rather than individual targeting.
Will other platforms adopt this approach? It’s likely that other social media platforms will explore similar integrations, following TikTok’s lead.
Pro Tip: Consider how your brand’s message can be adapted for both mobile and DOOH environments to create a cohesive and impactful campaign.
Did you know? The programmatic DOOH market is experiencing rapid growth, with projections indicating significant expansion in the coming years.
Want to learn more about the evolving landscape of digital advertising? Explore our other articles on programmatic advertising and the future of marketing.
Share your thoughts on the potential of ‘Out of Phone’ advertising in the comments below!
