TikTok comes to Redbox kiosks as part of OOH push

Dive Brief:

TikTok content will be featured on over 3,000 video screens on top of Redbox kiosks nationwide, according to a press release.
A partnership with Chicken Soup for the Soul Entertainment (CSSE) companies Redbox and Crackle Connex, an advertising platform, will allow brands to advertise alongside the TikTok content on a digital out-of-home (DOOH) platform.
This is TikTok's latest move to bring short-form video content from its platform to a variety of high-traffic, out-of-home environments where brands can engage with consumers.

Dive Insight:

TikTok's partnership with CSSE companies Redbox and Crackle Connex brings together short-form video and out-of-home advertising to create a new ad opportunity for brands. Content from the popular social app will be broadcast on more than 3,000 kiosks at high-traffic locations like grocery stores and value retailers via a DOOH network.

“TikTok is the go-to destination for short-form video consumption by over a billion people globally,” said Philippe Guelton, chief revenue officer of Crackle Connex, in a statement. “This new partnership provides advertisers a unique opportunity to reach new audiences and drive engagement."

As TikTok has grown into a dominant social media platform, it has looked to bring its content — and opportunities for brands to advertise against that content — from mobile screens to real-world locations like airports, cinema screens and even Mercedes-Benz consoles.

The company last month teamed with GSTV, a video network provider for fuel retailers, to broadcast weekly TikTok segments curated by the GSTV's creative studio at the pump. Previously, TikTok partnered with Atmosphere, a company that provides commercial businesses with streaming video content and reaches 20 million unique visitors per month with its free ad-supported platform.

The deal also demonstrates how CSSE — which operates three advertising-supported video-on-demand (AVOD) services and a free ad-supported streaming television (FAST) service — is looking for novel ways to deliver content and ads to consumers. Its ad division, Crackle Connex, launched in April 2023 and already reaches tens of millions of monthly active users.