TikTok has announced a new partnership with Vistar Media aimed at significantly expanding its “Out of Phone” advertising capabilities beyond the app itself.
According to both parties, the collaboration will allow advertisers to extend their TikTok campaigns across more than one million additional high-traffic digital out-of-home placements, creating new opportunities for brands to reach audiences in public spaces.
eMarketer research revealed that Vistar Media controlled over 1.1 million digital out-of-home advertising placements as of January 2025, including premium locations such as New York’s Times Square and other major urban centres. The expanded reach gives brands more avenues to showcase TikTok-driven campaigns outside the platform.
TikTok said the partnership is designed to move beyond simply repurposing in-app content for external displays. Instead, campaigns will be specifically adapted for physical environments, with adjustments to creative formats, market presentation, and audience engagement strategies.
Speaking to Social Media Today, TikTok explained that the shift reflects a broader evolution in social advertising, where campaigns are increasingly being designed to connect mobile engagement with real-world experiences. The company noted that out-of-home advertising can amplify momentum already generated within users’ feeds.
TikTok first launched its “Out of Phone” ad extension program in October 2023, initially focusing on placements such as billboards, cinemas, and restaurants. Since then, the initiative has expanded to include shopping malls, airline in-flight promotions, and even advertising displays at water refilling stations across the United States.
The platform has also introduced additional creative options for advertisers, including the integration of user-generated content into out-of-home campaigns.
With the addition of Vistar Media’s extensive network, TikTok is expected to further broaden its advertising footprint while exploring new promotional formats informed by insights from previous campaigns.