The Power of OOH

TikTok and Estée Lauder are helping push outdoor advertising boundaries, says Sonia Majumder

Image Credit: Estée Lauder Companies

As the world of Out of Home evolves, new technologies are allowing brands to become innovative with how they reach consumers.

While OOH is often seen as old-fashioned, technology is helping to make it more modern and interactive with new tools and features.

TikTok is one such player pushing the boundaries of OOH, having recently launched a new OOH ad solution called ‘Out of Phone’.

It will enable brands to use TikTok content on billboards, within in-store displays and cinema promos.

Brands can replay clips on a range of new surfaces, expanding the exposure potential of their promotions.

The feature has three elements including Out of Phone: Billboard that enables advertisers to use their existing campaigns on billboards and amplify them onto billboards all over the world.

Brands can kick off a campaign on TikTok, generate authentic growth within communities and creators, and then amplify their work onto billboards reaching new audiences.

Another innovation Out of Phone: Cinema aims to replicate the TikTok experience on cinema screens and capture engaged audiences during the pre-show with a segment of TikTok’s top content that brands can advertise alongside.

The third element of the OOH ad solution is called Out of Phone: Other Screens, which enables ad partners ‘to bring engaging content directly to their audiences on their global networks and screens’.

“With Out of Phone, we’re taking TikTok beyond the palm of our hands and into everyday life. From billboards to restaurants, gas stations to airports, we are on a mission to create endless ways for our community to experience the joy and creativity of TikTok,” said Dan Page, Global Head of Distribution, New Screens at TikTok.

The solution is personalised for each partner, with tailored programmes meant to suit audiences in specific spaces and locations.

L’Oréal skincare brand CeraVe was one of the first brands to extend its TikTok ads campaign to OOH screens via a partnership with Adomni, a US marketing platform.

CeraVe’s #CleanseLikeaDerm campaign, including the brand’s TikToks and creator content, was broadcast in Times Square.


“With Out of Phone, we’re taking TikTok beyond the palm of our hands and into everyday life,” added Page.

Using the new solution, brands can kick off a campaign on TikTok, generate growth within the platform’s communities and creators, and then amplify that work on the other platforms for extended reach, potentially helping tap into new audiences.

Along with the social media platform’s many partnerships with the solution, including Redbox and Vevo, brands have begun experimenting with Out of Phone.

The OOH launch follows other advancements on the ad front for the platform. A new functionality for marketers allows for ads to appear as part of a user’s search results.

TikTok also outlined several new measurement capabilities intended to help advertisers better track when campaigns result in conversions.

Highlighting how versatile OOH has become, cosmetic brand Estée Lauder has launched a breast cancer awareness campaign titled ‘I never thought’ using the iconic Burj Khalifa.

The campaign will focus on the importance of early detection, raising awareness surrounding the diagnosis journey while also touching on themes related to self-examination, community and a goal of a cancer-free future.

‘Beautifully United to End Breast Cancer,’ the campaign’s slogan, uses the side of the Burj Khalifa, while the Public Investment Fund Tower in Saudi Arabia will stand in solidarity showing support by adorning its entire façade in pink.

Estelle Létang, General Manager of Estée Lauder Companies Middle East, said: “In the Middle East, where early detection can make all the difference, it’s vital that we raise awareness and inspire hope.

“By uniting our partners and community, we can empower individuals across generations to stand together for the cause, because we believe that, together, we can make a significant impact on breast cancer in the Middle East region.”

Both campaigns show just how much OOH is still an important part of a marketers tool box.