TikTok Partners with Vistar Media to Expand Out of Phone Ads to Over One Million Digital Out-of-Home Screens
TikTok announced a new partnership with out-of-home advertising technology company Vistar Media, aiming to extend its Out of Phone ad expansion options to over one million newly added high-traffic digital out-of-home ad placements. According to eMarketer, as of January 2025, Vistar Media has controlled over 1.1 million digital out-of-home ad placements, including iconic locations like New York's Times Square. This collaboration not only expands brands' visibility opportunities in the public eye but may also give rise to new ad content based on TikTok video clips. TikTok told SMT that Out of Phone campaigns do not simply reuse mobile content but are redesigned from format, creative, to cross-market presentation specifically for physical environments, reflecting the trend of social platforms evolving from pure distribution to cross-channel integration. Since launching its Out of Home ad expansion program in October 2023, TikTok has gradually extended its reach to shopping malls, in-flight promotions on airlines, and water stations across the U.S., and introduced UGC creative options. The partnership with Vistar will further enrich ad placement choices and explore new promotional methods based on insights from past campaigns.
TikTok recently announced a new partnership with outdoor advertising technology company Vistar Media, allowing advertising partners to extend their TikTok ad campaigns to over one million new high-traffic ad placements beyond the app. This partnership is a further extension of TikTok's existing "Out of Phone" ad expansion options, aimed at providing brands with more opportunities to showcase their TikTok campaigns in the public eye.
According to eMarketer, as of January 2025, Vistar Media has controlled over 1.1 million digital out-of-home advertising placements, including ad spaces in New York's Times Square and other iconic locations. This means brands will gain far more opportunities than before to display promotional content outside the app. The partnership may also facilitate the development of new ad content based on TikTok video clips.
TikTok explained to SMT: "Out of Phone campaigns are not simply copying TikTok content onto billboards, but rather redesigning everything from format and creative to presentation across different markets for the physical environment. This reflects a broader shift in social platform evolution—the focus is moving from mere distribution to how campaigns are built and extended across channels, connecting mobile behavior with real-world environments, and leveraging out-of-home advertising to amplify the reach already present in the feed."
TikTok launched its Out of Home ad extension program in October 2023, initially focusing on billboards, cinemas, and restaurants. Since then, the company has expanded the program to shopping malls, in-flight airline promotions, and even water stations across the United States. Additionally, TikTok has introduced more creative options in Out of Home campaigns, including incorporating user-generated content (UGC).
The partnership with Vistar Media will further deepen this foundation, offering a broader selection of ad placements and exploring new promotional methods based on insights from past campaigns. This move marks a new step for TikTok in bridging mobile and offline physical scenarios to build a closed-loop omnichannel marketing strategy.