TikTok launches “Out of Phone” feature to expand platform beyond mobile

[shaownhasane]

3. TikTok Ads
TikTok has launched a new feature called "Out of iraq b2b leads Phone," which displays TikTok content on a real-world screen outside of the app. The feature mainly consists of three parts: billboards, cinemas and other screens. With Billboards, brands can expand existing TikTok campaigns to physical billboards around the world. Theaters replicated the TikTok experience on cinema screens before shows, allowing brands to run ads alongside their best-performing TikTok videos. Finally, “Other Screens” allows out-of-home partners such as bars, airports, and retail stores to display TikTok content to their audiences on their existing networks. TikTok tailors off-phone experiences and content for each specific location and partner. This expansion beyond mobile is designed to take full advantage of TikTok’s engaging content and put it on billions of public screens around the world.

Our take: TikTok’s new “off the phone” ad campaign presents a creative opportunity for marketers. Allowing ads on billboards, movie theaters, bars, retail stores and gas stations neatly brings TikTok into the real world. Marketers can now reach consumers with branded video ads throughout their daily journey. This ubiquity in both digital and physical environments enhances advertising impact and recall. The ease of managing these different placements through one TikTok advertising interface also simplifies execution for agencies handling multi-faceted campaigns. Watching a funny or engaging TikTok video while pumping gas can be an ideal moment of exposure. By blending the digital and the tangible so seamlessly, TikTok continues to lead innovation in social video marketing. These ambient video campaigns can penetrate consumers' lives more deeply than any platform has ever achieved before. Marketers who take advantage of off-mobile advertising early can gain significant first-mover advantage.

Enhanced attribution metrics for TikTok advertisers
TikTok has introduced new attribution measurement capabilities for advertisers to better quantify the platform’s impact on driving app installs and purchases. These include Self-Attribution Network (SAN) integration, which shows conversions influenced by TikTok ads that are not possible with the typical last-click model used by mobile measurement partners. TikTok has also launched interactive view attribution, allowing advertisers to measure conversions for video ads viewed for longer than six seconds. Together, these expanded metrics provide more comprehensive visibility into how TikTok ad exposures across touchpoints drive downstream conversions within custom time windows. The enhanced approach takes into account direct clicks/views, interactive views within 6 seconds, and other assisted conversions observed within the TikTok platform.