TikTok brings viral videos to TVs in gyms, restaurants through OOH deal – Marketing Dive

January 13, 2022
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TikTok is taking a bigger crack at the OOH market through a deal with Atmosphere, whose streaming platform supplies curated content to TV screens in commercial spaces like waiting rooms, gyms and restaurants. Despite the COVID-19 pandemic continuing to impact the in-person attendance of such venues in many parts of the U.S., the startup has significantly expanded its network and secured greater financial support. Earlier this week, it announced a $100 million round of funding.
For TikTok, the move presents an opportunity to acquire new users who are entertained by the Atmosphere streams but may not be accustomed to the app’s short-form, vertical video format, which is tailored to mobile screens. Atmosphere’s content wheelhouse typically focuses on genres like viral video compilations, extreme sports, lifestyle videos, ambient nature footage and entertainment programming, per the announcement.
TikTok has made a concentrated push to position itself to a wider audience beyond the Gen Z set that turned it into a sensation, a strategy that could attract more advertisers in a tightly competitive social media market. Atmosphere also offers dynamic contextual, geographic and demographic targeting tools, underpinning the potential to tap into fresh revenue streams.
“By partnering with Atmosphere, we’re excited to make it easy for people to experience TikTok together by bringing the joy and creativity of our platform to new screens, venues, and audiences,” said Dan Page, head of global business development for new screens at TikTok, in a press statement.
TikTok has recently made other maneuvers that move it beyond the smartphone. In November, it launched TikTok TV in North America. The service brings its algorithmically-driven For You Page and Following Feeds to internet-connected TV platforms like Amazon Fire TV.
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After a five-year break, Taco Bell will appear in the Super Bowl with a 30-second spot in the game's fourth quarter.
Megan Rapinoe appeared in an ad Subway uploaded to YouTube on July 21, 2021.
National brand building is often in conflict with the needs of local operators — a dichotomy that has only become more apparent in the past 18 months.
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