TikTok and Powerpill today announce the signing of the first agreement of its kind in Italy, extending the TikTok Out of Phone program across Powerpill's nationwide network of digital totems. Powerpill is present in major Retail Media, Grocery (GDO food), DIY/Bricolage and Ports, with more screens being installed in gyms next month and hotels and airports in the pipeline.
This partnership brings TikTok's creativity, culture, and community beyond the mobile screen and into high-traffic physical environments.
Premium TikTok content to elevate the real-world user experience
Through this agreement, TikTok will provide premium content specifically curated for Powerpill screens, designed to enhance:
- In-store experience through entertaining content
- Audience engagement
- Interaction between targeted consumers and offline screens
Additionally, Powerpill totems include a powerbank sharing service, enabling users to charge their smartphones. This feature increases footfall, boosts average dwell time, and further strengthens engagement with the screen.
A new benchmark for DOOH and Retail Media in Italy
Through Powerpill's extensive footprint, TikTok will reach millions of people each month across installations located in:
- Grocery and hypermarket chains (GDO food)
- DIY/Bricolage retail
- Ports
New opportunities for advertisers in the DOOH sector
The partnership will bring authentic and joyful TikTok creator content to Powerpill's network. From borrowing a charger to catching up on the latest trends, these stations deliver a mix of utility and entertainment in high-traffic environments, naturally earning attention and longer dwell time from audiences.
This collaboration opens exciting opportunities for brands looking to align with TikTok communities or extend their TikTok content into DOOH. Advertisers can tap into TikTok branded products such as Content Sponsorships and Social Ad Extensions, enabling them to leverage TikTok IP across the Powerpill network.
Statements
“We created Out of Phone to give brands and creators new ways to connect with audiences in the moments that matter: whether they're shopping for groceries, travelling or working out. Our partnership with Powerpill, the first of its kind in Italy, unlocks even more real-world opportunities for discovery and connection powered by authentic TikTok content.”
Jade WaltonDirector of Business Development, Global Media & Licencing Partnerships EMEA, TikTok“Integrating TikTok content into our network elevates not just our screens, but the entire Italian DOOH landscape. Thanks to our powerbank sharing feature, we drive footfall, increase dwell time, and boost engagement, delivering superior value for brands.”
Federico Della RoccaCEO of PowerpillA strategic milestone for Italian Retail Media
With this first-of-its-kind partnership in Italy, TikTok brings authentic and joyful creator content to Powerpill's retail media network and new and exciting opportunities for advertisers through the TikTok Out of Phone program.
The program is expanding across Europe: read more on the TikTok Newsroom.
About TikTok
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.
TikTok's global headquarters are in Los Angeles and Singapore, and its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.
About Powerpill
Powerpill is the Italian powerbank sharing and Digital out of home (DOOH) network. Through digital totems installed in high-traffic environments (grocery, retail, ports, gyms and more), it combines a self-service charging service with advertising screens and audience data.
A measurable, high-engagement advertising medium for brands.
Want to bring your brand to this network?
Discover DOOH advertising opportunities across the Powerpill network of digital totems.
Explore Advertising →Press contact: info@powerpill.io · Powerpill SRL, Rome.