Creative guidelines for TikTok Out of Phone

Creative for TikTok Out of Phone (OOP) should feel authentic and native to the TikTok platform while being adapted for an off-platform, sound-off environment. All creatives must comply with TikTok's Community Guidelines and advertising policies.

General best practices

• Keep it authentic: The best ads feel like a natural part of the TikTok experience. Avoid overly polished or glossy content that looks like a traditional advertisement.

• Design for sound-off: Most OOP screens are sound-off. Use captions or subtitles to ensure your message is understood without audio.

• Keep it short and impactful: For billboards, videos should be 10-15 seconds or less. Use high-contrast colors and clear branding to grab attention quickly.

• Include a Call-to-Action (CTA): Where possible, include a simple CTA that directs viewers back to your TikTok profile or a branded H5 page.

Creative approaches

You can activate OOP in two primary ways:

• Brand ad-extension: Repurpose your existing brand assets. Provide us with your TikTok videos, logos, fonts, and other brand elements, and our partners will create a frame that adapts your content for the specific OOP screen.

• Community amplification: Feature user-generated content (UGC). Our partners will help source the best content, secure creator rights, and build the final asset.

Creative review process

All creative concepts and final assets must be approved by the Global Media & Licensing Partnerships (GM&LP) team and the TikTok Ad Policy team before the campaign begins. The TikTok team will work with you and our OOP partners to review assets and meet TikTok's ad policy requirements. For complete technical specifications and requirements, please work with your TikTok sales representative.

Note: Compliance with TikTok's ad policy does not imply adherence to additional local out-of-home ad regulations for your ads. Advertisers are responsible for ensuring that ads adhere to local out-of-home regulations.