TikTok Expands Advertising Through Vistar Media Partnership

TikTok is broadening its advertising reach beyond mobile screens by extending its “Out of Phone” program. The platform has announced a new partnership with Vistar Media that will allow advertisers to place adapted versions of their TikTok campaigns across more than one million digital out-of-home (OOH) locations.

Vistar Media manages over 1.1 million digital placements as of early 2025, including high-visibility sites such as New York’s Times Square and various public venues. The collaboration increases the scale and variety of locations available for TikTok campaigns outside the app.

Unlike simple repurposing of in-app video content for billboards, these Out of Phone campaigns are specifically reworked for physical environments. Adjustments include format, creative elements, and localization to suit different markets and display types. The approach aims to connect user behavior on TikTok with real-world exposure, using OOH placements to amplify content that performs well in-feed.

TikTok first launched its Out of Phone initiative in October 2023, initially focusing on billboards, cinemas, and restaurants. It has since expanded to shopping malls, in-flight airline advertising, and even water refilling stations in the United States. The program has also incorporated user-generated content into out-of-home displays.

The Vistar partnership builds on these efforts by providing a larger network of placements and incorporating insights from previous campaigns. According to TikTok, the initiative reflects a wider industry shift toward integrated campaigns that move fluidly between mobile apps and physical spaces.