TikTok announced the expansion of its “Out of Phone” program with four new partnerships that extend the platform’s reach into physical spaces across the United States.

The social media platform is partnering with Curb, Westfield Malls, Rockbot, and Hope Hydration to display TikTok content across diverse physical locations. 

The Curb partnership brings full-screen, sound-on video to over 15,000 taxis across 65+ markets through Taxi TV. Westfield Malls integration places TikTok content on screens throughout upscale shopping centers, connecting directly to the in-store purchasing journey.

Through Rockbot, TikTok content appears on thousands of screens in consumer-centric locations including fitness centers, airports, retail stores, and restaurants. The Hope Hydration partnership features TikTok on 55-inch digital screens at HydroStations™ that provide free water in high-traffic areas from Times Square to music festivals.

These four new partnerships join TikTok’s existing Out of Phone network, which includes BCTV, Bull Media, C-Screens, GSTV, and several other digital display networks. The expansion represents the next phase of TikTok’s strategy to make its content accessible in physical environments.

Dan Page, Global Head of Partnerships, New Screens at TikTok, states: “We created the Out of Phone program to give brands and creators new ways to connect with audiences in the moments that matter.”

Business Applications

The Out of Phone program incorporates elements of TikTok’s previous “Out of Phone: Mission” feature, launched in 2024, which allowed brands to extend their advertising campaigns to external screens including billboards and cinemas. The initiative builds on TikTok’s “Branded Mission” tool that enables brands to crowdsource content from creators.

Previous implementations of Out of Phone strategies have shown measurable results. Lionsgate’s campaign for “The Hunger Games: The Ballad of Songbirds & Snakes” utilized Times Square billboards featuring TikTok creators, generating 14.5 million impressions across TikTok accounts and 1.5 million billboard impressions.

TikTok positions these offerings as providing brands with full-funnel marketing solutions that connect with audiences throughout their daily activities, from transportation and shopping to fitness and hydration breaks, creating what partner executives describe as “high-value” channels with “unmatched viewability and scale.”