Media Monday: TikTok Has a New “Out Of Phone” Advertising Feature!

By John A. Bourdierd , Media Coordinator

TikTok is making another bang in the marketing world with its "Out of Phone" ad solution. This innovative approach extends TikTok ads beyond mobile screens and onto various out-of-home platforms, including billboards, movie screens, and more. The aim is to offer a more expansive presence for brands looking to connect with a broader audience.

With this new solution, brands can initiate campaigns on TikTok, raise growth within the platform's communities and creator network, and then extend the reach to additional locations through the "Out of Phone" feature. TikTok has partnered with several companies, such as Redbox and Vevo, to bring this to life. An example of this is the "Out of Phone: Billboard" option, which leverages existing campaigns and broadcasts them on billboards worldwide. Likewise, "Out of Phone: Cinema" replicates the on-platform experience on movie screens, engaging viewers with TikTok's top content and allowing brands to advertise alongside it during the previews.

For marketing on Broadway, TikTok's "Out of Phone" ad solution opens new possibilities. It lets marketers take their TikTok campaigns to the streets through billboards and to the big screen in movie theaters. This approach can help Broadway shows connect with a wider diverse audience; a valuable strategy for attracting more viewers to live theater experiences.

To read more about this, click through the link here.

YouTube Makes it Easier for Advertisers to Connect with Diverse Creators

By Sara Rose Hernandez , Media Planner

YouTube’s new “Inclusive Media Initiative,” spearheaded in conjunction with video advertising company Pixability and Whalar, has a dual focus of empowering creators and connecting brands with diverse communities. Through this initiative, creators will have the ability to self-select how they identify regarding their race, ethnicity, sexuality, gender and disabilities. Though YouTube has allowed creators to volunteer this type of demographic information to the platform since 2021, it withheld those creators’ self-identifications from advertisers, thus creating a reliance upon third-party ad vendors to choose the identity labels that were presented to potential ad partners. This often resulted in creators being limited to a single part of their identity, not taking into account the multiple identities and experiences they may have.?

Beyond providing creators with the power to decide which communities they identify with, brands will also be able to more accurately determine which YouTuber’s audiences best align with their product or service. Until now, brands interested in boosting their investment in creators with a diverse range of identities had no streamlined way to direct their ad spend on the platform toward these YouTubers—particularly those with multiple identity labels.

Read more about the Inclusive Media Initiative and one creator’s take on its impact here.