TikTok recreates its ads for billboards through Vistar partnership

""When agencies or brands are creating really compelling campaigns on platform, they are vertical. We need great partners to be able to reformat and reimagine these TikTok ads for screens of all different shapes and sizes," said TikTok's global head of media and licensing partnerships, Dan Page."

""The team explores with the advertisers to try things that haven't been done yet," Vistar's svp and gm of U.S. marketplace, Lucy Markowitz said. "There's a lot more flexibility than just fitting into a set of requirements - whether that's using the logo, adding borders, or incorporating interactions like likes and comments to make the creative more compelling.""

""Through collaboration internally, we got approval for this to be one of very few places where the TikTok brand can appear side by side to a brand, but that is mainly to give attribution to the creator," said Page."

TikTok is shifting its approach by developing billboard content from the ground up instead of repurposing mobile content. This change is facilitated through a partnership with Vistar Media, which specializes in adapting TikTok's creative for various out-of-home screens. Brands collaborate with Vistar's creative studio to innovate their ads for different formats, ensuring compliance with TikTok's brand guidelines. The process emphasizes creative flexibility while maintaining strict controls over intellectual property and brand representation.

Read at Digiday