TikTok and Moving Walls have joined forces to help brands extend digital creativity into the physical world. As part of TikTok’s Out of Phone initiative, the partnership enables marketers to take TikTok-native content beyond the mobile screen and into high-traffic offline environments across Asia Pacific and the Middle East.
With Moving Walls powering over a million out-of-home (OOH) and retail screens globally, the partnership promises new ways to connect with consumers where they live, commute, shop, and socialize—combining digital insights with physical presence.
This article explores how the collaboration unlocks omnichannel possibilities for brands, why DOOH is becoming more strategic, and what marketers should watch as the lines between online engagement and real-world activation blur.
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Here’s a table of contents for quick access:
- Inside the TikTok and Moving Walls partnership
- Why the ‘Out of Phone’ initiative is gaining traction
- What marketers should know
Patrecia Meliana
Inside the TikTok and Moving Walls partnership
TikTok is rolling out its Out of Phone program across APAC and MEA through a new partnership with Moving Walls, a global digital out-of-home (DOOH) and retail media technology provider. The move aims to transform how brands think about content placement and customer attention by enabling TikTok-native campaigns to appear on DOOH screens in transit hubs, malls, airports, and retail environments.
Srikanth Ramachandran, Founder and Group CEO at Moving Walls, emphasized the need to go beyond mobile-only strategies:
“Digital-first does not mean mobile-only. User attention extends far beyond the phone. TikTok has transformed creativity on mobile, and through this partnership, brands can translate on-platform engagement into measurable impact in the physical world.”
TikTok’s Global Head of Media and Licensing Partnerships, Dan Page, echoed this, calling the partnership “a way to bring TikTok’s joy and creativity into real-world spaces.”
The collaboration gives marketers access to full-funnel campaign execution and measurement across both digital and physical environments.
Why the ‘Out of Phone’ initiative is gaining traction
TikTok first introduced Out of Phone in 2023 as a way to bring platform moments into physical venues like cinemas, airports, billboards, and stores. The idea: let brands repackage high-performing TikTok content for large-format screens while preserving the platform’s look and feel.
Early activations in Jakarta have shown how TikTok content can be localized and repurposed to fit physical placements. For example, a beauty brand used DOOH to scale TikTok creatives into real-world touchpoints while retaining measurement capabilities across both channels.
With DOOH and retail media gaining traction as measurable and programmatic media buys, TikTok’s move reflects a broader trend: the merging of online influence with offline presence. Marketers no longer have to choose between viral impact and real-world visibility—they can build integrated journeys across both.
What marketers should know
For performance and brand marketers evaluating omnichannel strategies, here are a few key takeaways:
- Omnichannel is no longer optional
With audiences fragmented across devices and environments, connecting mobile-first content with physical-world placements builds continuity across the customer journey.
- DOOH is becoming as accountable as digital
Moving Walls enables campaign planning, targeting, and analytics across its screen network. This gives TikTok advertisers a way to apply data-driven strategies to physical spaces, not just mobile.
- Test-and-learn is portable
The partnership supports dynamic creative adaptation. Brands can experiment with TikTok formats and quickly test them in offline placements—from malls to metro stations—based on audience, time, or location.
- Brand safety and context matter more than ever
By ensuring TikTok content appears in curated, high-visibility locations, marketers can maintain relevance while reducing platform risk and media fragmentation.
- Prepare for global OOH automation
Moving Walls’ recent global appointments in North Asia and the US reflect a broader push to simplify cross-border OOH execution. As more advertisers demand multi-market consistency, tools that automate activation and measurement will be crucial.
TikTok’s alliance with Moving Walls marks a new era of media convergence, where platform-native content finds expression in the real world. For marketers, it’s a chance to escape digital silos, deliver immersive brand storytelling, and measure outcomes across screens—big and small.
With consumer attention more distributed than ever, bridging the online-offline gap isn’t just innovative—it’s increasingly necessary.
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