The news: TikTok is expanding its Out of Phone offering, which lets brands extend in-app content to digital out-of-home (DOOH) surfaces like billboards and in-store displays. New partnerships with DooH it, Zoom Media, Alight Media, and others will expand Out of Phone placements across Europe, giving brands more opportunities to amplify organic creator content beyond the app.

Why it matters: The combined effectiveness of TikTok marketing strategies and DOOH campaigns could give brands a powerful way to reinforce messaging across digital and physical touchpoints.

• 83% of weekly US TikTok users above 13 have taken some type of action after seeing an ad, including 43% who made a purchase, per December 2025 Edison Research data—indicating that TikTok’s ad environment is particularly capable of turning viewers into customers.
• OOH campaigns deliver strong results across several key metrics. The format increases ad awareness by 13.3%, purchase intent 9.8%, brand favorability 7.8%, and aided awareness and message association 3.8% each, per 2025 Clear Channel Outdoor and Kantar data.
• OOH amplifies campaigns in the digital era: 47% have searched for a brand’s social handle after seeing an OOH ad, while 43% have followed a handle and 43% have scanned a QR code, per the Out of Home Advertising Association of America (OAAA).
• DOOH is a major driver of overall OOH growth, accounting for 36.3% of total OOH revenues in 2025 and growing at a 10.5% YoY rate, according to OAAA.

Recommendations for marketers: Treat Out of Phone as an extension of your TikTok strategy. Repurposing content that has already demonstrated strong engagement on TikTok can help carry that momentum into physical environments.

UGC is particularly well suited to this approach: It drives conversions at a 29% higher rate than non-UGC ad formats, per AdWeek, while DOOH placements can put that content in front of consumers in high-traffic areas. Brands can use Out of Phone to give effective creator content greater visibility without losing the authenticity that made it resonate on TikTok.

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