Content

Expert weighs in on TikTok's DOOH strategy

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August 16, 2023

Social media giant TikTok is making a bold foray into the digital out-of-home advertising market, according to a report from AdAge, with mixed reactions from industry experts.

Leslie Lee, SVP of marketing at Vistar Media, provided commentary to Digital Signage Today via email on the strategy.

"Over the past several years, DOOH has evolved from simply showing ads to providing content and other valuable services to consumers," Lee said. "These screens offer platforms such as TikTok, and the brands on those platforms, new ways to reach, engage and interact with users.

"They want to place their content on these highly valuable media properties because that's where their audience is spending time. It's great to see fresh and popular content providers thinking about bringing their content to some of the largest, most visible, beautiful and connected screens.

"DOOH provides valuable consumer experiences, and it is a powerful messaging strategy to combine what we consume individually on our personal devices and what we consume in public. By being seen in a contextual environment, creators and influencers — and the brands that support them —can tap into the right location and time of day, as well as reach the right audience at that moment in time."

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