TikTok Expands Out of Phone Program, Partners with Curb, Westfield Malls, Rockbot and Hope Hydration

TikTok is scaling up its “Out of Phone” off-platform advertising initiative, aiming to bring its most compelling content to a wider array of public spaces. This innovative program, designed to extend TikTok content beyond the mobile screen, will now include dynamic placements across shopping malls, taxis, water stations, and more.

“Building on the success of its retail and billboard integrations, TikTok is introducing four new partners – Curb, Westfield Malls, Rockbot, and Hope Hydration – which significantly adds more screens across vehicles, shopping malls, retail locations, fitness centers, airports, and local businesses nationwide. This marks the next phase of TikTok’s commitment to making its most engaging content and campaigns more accessible wherever people are.”

The newly announced partnerships significantly broaden the program’s reach:

• Curb brings TikTok content to in-ride entertainment screens in taxis,
• Westfield Malls will amplify TikTok’s presence across premier shopping centers,
• Rockbot extends coverage to fitness clubs, airports, cafés, and other high-footfall retail environments,
• Hope Hydration offers placement across smart water refill stations in top urban locations.

Also Read: Innovid Expands Integration with LinkedIn to Support CTV Ads

First introduced in 2023, TikTok’s Out of Phone initiative began by placing curated content on billboards, in cinemas, and within restaurants. A year later, the platform evolved to include user-generated content (UGC) in its out-of-home (OOH) campaigns—further enhancing its ability to bring authentic, attention-grabbing media into the real world.

This latest expansion not only amplifies visibility for TikTok creators and advertisers but also offers brands an opportunity to engage consumers in everyday settings—from waiting rooms and gyms to transit hubs and retail outlets. The ability to deliver viral, thumb-stopping content in high-traffic physical environments can serve as a powerful tool for boosting brand awareness and recall.

As the peak holiday shopping season approaches, TikTok’s OOH placements present a timely opportunity for marketers to extend their reach beyond digital screens. Brands looking to activate an Out of Phone campaign can do so through TikTok Ads Manager, where they can tailor a cross-channel media plan aligned with their strategic goals.

This omnichannel approach not only enhances campaign effectiveness but also reinforces TikTok’s position as a leader in immersive, multi-surface content distribution—bridging the gap between mobile engagement and real-world interaction.

SOURCE: TikTok