Moving Walls teams up with TikTok to extend social content beyond the screen

Moving Walls, a global outdoor advertising technology provider, and social platform TikTok are taking digital creativity out of the phone and into the physical world, as the two companies announce a strategic partnership under TikTok’s "Out of Phone" initiative across APAC and MEA.

The collaboration brings TikTok-native content into real-world environments by leveraging Moving Walls’ global digital out-of-home (DOOH) and retail media network, which powers more than a million screens worldwide. Through the partnership, brands can now extend TikTok campaigns beyond mobile screens into high-traffic physical spaces such as transit hubs, airports, malls, retail environments, and other public touchpoints.

The move reflects a broader shift in how brands think about attention and engagement, as advertisers look to bridge the gap between online virality and offline impact. Rather than treating digital and physical channels as separate silos, the partnership aims to create more cohesive, omnichannel brand experiences that follow consumers throughout their day.

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Speaking on the collaboration, Srikanth Ramachandran, founder and group CEO of Moving Walls, said digital-first strategies should not be limited to mobile alone. “Digital-first does not mean mobile-only. User attention extends far beyond the phone,” he said. “TikTok has transformed creativity on mobile, and through this partnership, brands can translate on-platform engagement into measurable impact in the physical world, combining global scale with precision and insight.”

Under TikTok’s "Out of Phone" initiative, the platform is extending its creative ecosystem beyond handheld devices and into everyday life. By tapping into Moving Walls’ DOOH infrastructure, brands are able to amplify momentum generated on TikTok into contextually relevant, high-visibility placements, while retaining the ability to plan, execute, and measure campaigns with greater accuracy.

Dan Page, global head of media and licensing partnerships at TikTok, said the partnership opens up new opportunities for brands to bring TikTok’s creativity into offline spaces. “We couldn’t be more excited to partner with Moving Walls,” he said. “Through 'Out of Phone' and this partnership, we’re enabling brands to extend TikTok’s joy and creativity beyond the mobile screen and into real-world spaces across APAC and EMEA.”

Early activations have already demonstrated how the approach can work in practice. Campaigns for an international beauty brand in Jakarta showed how TikTok-native content can be adapted for physical environments, supported by full-funnel planning, execution, and analytics. These pilots point to how social-first creative can drive measurable outcomes even outside the digital ecosystem.

As DOOH and retail media continue to evolve, advertisers are increasingly demanding solutions that are creative, data-driven, and connected. The partnership positions both Moving Walls and TikTok at the forefront of this shift, offering brands a way to navigate offline attention with the same intelligence and accountability typically associated with digital media.

Back in April 2025, Moving Walls has strengthened its global presence with the appointments of Manson Chan as head of business development for North Asia and Nick Coston as vice president of media, sales and strategies for US. The appointments align with the trend towards advertisers running global OOH campaigns. Increasingly, advertisers and agencies are looking for platforms to automate the planning, activation and measurement of campaigns across borders.

Chan and Coston bring a wealth of experience and expertise to Moving Walls' global operations, which are now positioned to accelerate global OOH media inbound and outbound campaigns from China and the US. Headquartered in Singapore, Moving Walls solutions power some of the largest advertisers, media agencies, and OOH media owners worldwide. This includes JR East Marketing & Communications, Japan’s Mastrum OOH Marketplace.

Earlier in 2023, TikTok announced the launch of its "Out of Phone" initiative, designed to help brands and creators reach audiences offline, the solution enables TikTok content to appear across a wide range of environments, including billboards, cinemas, airports, retail stores, restaurants, and transit locations, effectively bringing on platform moments into the real world.

Through out-of-home (OOH) partners, brands could amplify their existing TikTok campaigns onto large format screens and immersive environments, while maintaining the look and feel of the TikTok experience. The initiative works with global OOH partners to tailor content by location and audience, ensuring only timely, high performing TikTok content is shown, as part of TikTok’s broader ambition to make creativity discoverable well beyond the phone.

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