DOOH Amplifies TikTok Shop Offerings

US consumers, especially those younger, are diversifying their shopping habits. Social commerce is attracting more and more Americans who, although not giving up brick-and-mortar experiences, are increasingly willing to make purchases over non-traditional shopping platforms. 

TikTok, which now has over 170 million users in just the US alone, is looking to attract some of the nearly half of US consumers who say they have made purchases via social media.  Their strategy includes a broad DOOH campaign that shines a light on some of the most high-profile brands to leverage TikTok’s in-app commerce platform. 

TikTok Shop’s Super Brand Day is a new concept which launched in the US in early 2024. It celebrates ‘Super Brands’ in TikTok Shop’s marketplace by providing these companies with a one-week takeover of its platform.

The sustained popularity of TikTok among social media users depends on the platform’s ability to maintain user interest. Frequent brand messaging via channels like DOOH ensure that TikTok does not fade into obscurity and that users stay up to date on in-app capabilities such as shopping.  

Digital street furniture screens enable creative flexibility

It’s more than just another social media app, and these ads make it clear. TikTok’s collection of 18 creatives highlights just some of the brand shops available to users, with each ad having a distinctive design that reflects the brand’s shop being showcased.  

New Yorkers are likely to be exposed to several of these ads as they traverse the city, meaning TikTok can achieve heightened brand impact and message retention because of repeat ad exposure. 

OOH drives social and e-commerce engagement

TikTok is not the only digital brand looking to increase its share of consumer purchases; Etsy and Ebay both activated DOOH campaigns with JCDecaux street furniture ahead of the holiday season to offer an alternative destination for the perfect gift. 

Consumer insights from The Harris Poll indicate that OOH ads have the power to drive subsequent engagement on social media platforms after exposure as well as the ability to influence purchase decisions and brand image.