Alight Media & TikTok Collaboration Transforms Social Spaces with Dynamic Content

Key Points

• Alight Media, the UK’s fastest growing out-of-home media owner, has partnered with TikTok and joined their Out of Phone programme
• The partnership brings TikTok’s creativity, culture, and community beyond the mobile screen into the physical world in new ways
• Dwell by Alight delivers the UK’s largest single-spec, full-motion screen network with 4,700 screens across 1,200 high-dwell social spaces
• Dwell locations include pubs, bars, and workplaces where audiences spend more time socialising
• TikTok ranks #1 among video and social platforms for keeping up with trends and culture according to WARC research
• 65% of internet users want OOH ads that look and feel like TikTok videos per TikTok Marketing Science research
• Dwell by Alight reaches all demographics from 18-34-year-olds socialising with friends to families spending quality time together
• Audiences share a relaxed state of mind when more engaged, attentive, and open to consuming content
• TikTok’s Out of Phone programme allows partners to use content beyond phone screens to reach new audiences via OOH partnerships
• Alight Media will amplify TikTok content across its digital network featuring Beauty, DIY, Entertainment, Fashion, Food, Pets, Sports, and Travel
• The partnership offers Out of Phone sponsorship opportunities for brands seeking to align with TikTok’s creativity and cultural influence
• Alfredo Garicoche, Director of Retail and Partnerships at Alight Media, commented on the partnership with enthusiasm
• Jade Walton, Director of Business Development at TikTok EMEA, added excitement about onboarding Alight to the programme
• Growing out-of-home and beyond is central to Alight Media’s strategy
• The UK’s largest place-based motion screen network generates 1.1 billion monthly impressions
• Every impression is validated by customer transaction using eye tracking technology tied to actual purchases

London (Britain Today News) June 11, 2026 – Alight Media, the UK’s fastest growing out-of-home media owner, has officially partnered with TikTok and joined their Out of Phone programme, marking a significant expansion of dynamic content into physical social environments across Britain. The partnership brings the creativity, culture, and community of TikTok beyond the mobile screen and further into the physical world in even more ways, fundamentally changing how brands can connect with audiences in pubs, bars, workplaces, and other high-dwell social spaces where people naturally spend their time.

What is the Alight Media TikTok partnership about?

The partnership represents a strategic collaboration that joins Alight Media to TikTok’s innovative Out of Phone programme, according to the official announcement from both companies. As reported by the Alight Media corporate communications team, the collaboration will bring TikTok’s signature content style to out-of-home advertising screens across the UK’s largest single-spec, full-motion screen network.

Dwell by Alight serves as Alight Media’s place-based advertising portfolio, delivering what the company describes as the UK’s largest single-spec, full-motion screen network. The network comprises 4,700 screens positioned across 1,200 high-dwell social spaces, including pubs, bars, and workplaces, where Dwell connects brands with audiences in the places they spend more time.

Why does this partnership matter for out-of-home advertising?

TikTok ranks #1 among video and social platforms for keeping up with trends and culture according to WARC research, establishing the platform’s dominance in trend-setting content. Furthermore, 65% of internet users want OOH ads that look and feel like TikTok videos, according to TikTok Marketing Science research titled “The Science of Out of Phone Ads,” demonstrating strong consumer demand for this type of advertising integration.

The data reveals significant market opportunity for this partnership. As reported in MediaPost’s coverage of TikTok’s Out of Phone expansion, the programme represents a major focus in TikTok’s push for content in the physical world, allowing brands to begin campaigns on TikTok’s mobile app, attract creators and communities, and amplify native contributions across physical screens.

Who are the key leaders behind this announcement?

Alfredo Garicoche, Director of Retail and Partnerships at Alight Media, commented on the partnership with clear enthusiasm. As reported by Alight Media’s official press release, Garicoche stated:

“We are delighted to partner with TikTok to bring a range of dynamic and engaging full-motion content to Dwell audiences, in the moments they are most receptive. Growing out-of-home and beyond is central to Alight, and we’re proud to be partnering with one of the world’s most influential and innovative entertainment platforms.”

Jade Walton, Director of Business Development, Global Media and Licensing Programmes, EMEA, at TikTok, added her perspective on the collaboration. According to the official announcement, Walton stated:

“Our partnership with Alight brings engaging TikTok content to our community off platform and in social environments in the real world. We are excited to onboard Alight to our Out of Phone programme, and look forward to building a meaningful and successful relationship together with their clients.”

Jade Walton is based in London, GB, and currently serves as Director of Business Development for EMEA New Screens Partnerships at TikTok, according to professional records.

How will TikTok content appear on Dwell screens?

As a TikTok Out of Phone partner, Alight Media will amplify TikTok content across its digital network, featuring a variety of popular topics including Beauty, DIY, Entertainment, Fashion, Food, Pets, Sports, and Travel, according to the official partnership details released by both companies.

The partnership will also offer Out of Phone sponsorship opportunities for brands seeking to align with TikTok’s creativity and cultural influence. This represents a significant expansion of advertising options for brands looking to leverage TikTok’s cultural momentum in physical environments.

TikTok’s Out of Phone programme allows partners and brands to use its content beyond the four corners of the phone screen to reach new audiences via OOH partnerships, fundamentally expanding the platform’s advertising reach beyond mobile devices.

What audience demographics does Dwell by Alight reach?

Dwell by Alight reaches audiences across all demographics, from 18-34-year-olds socialising with friends to families spending quality time together, according to Alight Media’s audience research. What unites these diverse demographic groups is a shared relaxed state of mind, when they are more engaged, more attentive, and open to consuming content.

The network generates 1.1 billion monthly impressions across its 4,000 screens at 1,160 locations, positioning it as the #1 place-based motion screen network in the UK. Every impression is validated by a customer transaction, working with consultancy group Effectus where their audience model ties state-of-the-art eye tracking technology to actual customer purchases.

Unlike most digital out-of-home screens which are viewed by passing traffic, Dwell operates in environments with high dwell time, creating more opportunity for audience engagement with content.

Where will the partnership expand TikTok content?

The partnership will bring TikTok content to social environments across the UK, including pubs, bars, and workplaces where people naturally gather and socialise. Dwell is specifically described as the UK’s leading full-motion screen network across leisure and hospitality venues, according to Alight Media’s advertising portfolio information.

The network includes more than 700 Stonestone Group pubs, bars, and venues, providing extensive coverage across the UK’s hospitality sector. This location strategy ensures TikTok content reaches audiences in environments where they’re naturally relaxed and social.

When did Alight Media become the UK’s fastest growing OOH owner?

Alight Media was co-founded by Matthew Dearden and Dave Huckerby, both with strong backgrounds in out-of-home advertising. Dave Huckerby worked in the industry for over 30 years, while Matthew Dearden was previously President of Clear Channel Europe, one of the biggest OOH companies in the world, according to Alight Media’s company history.

Alight began as a self-funded, bootstrap operation, powered by Matthew and Dave’s vision to deliver incremental audiences through a values-driven, talented team. The company’s strategy of developing inclusive OOH across the UK, not just London and major cities, has seen their national audience reach over half of UK adults.

For the last two years, Alight Media has been listed in Campaign’s top 100 Best Places to Work, and was recognised by the Best Companies scheme in 2023 as a Best Mid-sized Company to work for in the UK, a Top 30 Best Mid-sized Company to work for in London, and a Top 30 Media and marketing business. In 2024, the company was recognised as a Best Small Company to work for in the UK and One-to-Watch for 2025.

How does the Out of Phone programme work?

The “Out of Phone” programme is intended to bring TikTok videos to screens on billboards, kiosks, cinemas, bars, restaurants, cars, airports, gas stations, retail stores, and more—almost anywhere consumers are looking, according to MediaPost’s analysis of TikTok’s strategy. It represents a major focus in TikTok’s push for content in the physical world.

Partners who have activated the Out of Phone solution currently include Adomni, Dive, GSTV, Loop TV, Raydiant, ReachTV, Redbox, Screenvision, Vevo, and more, according to a TikTok spokesperson cited in MediaPost. Alight Media now joins this growing list of partners.

TikTok’s new Out of Phone offerings launched in the US alongside previously partnered networks including BCTV, Bull Media, C-Screens, GSTV, Ivee, Loop TV, NRS, Proxymo, ReachTV, Rockbox, Screenvision, UB Media, Volta, Wally, and Zanzar, according to MediaPost’s July 2025 coverage.

What makes Dwell’s full-motion content unique?

Every screen across the Dwell network allows for full HD video content, making it the UK’s largest full-motion digital screen network, according to Alight Media’s advertising specifications. This technical capability enables the network to display TikTok’s signature video style with high-quality presentation.

The network’s full-motion capability allows brands to create the most impactful OOH campaigns in places where people socialise, according to Alight Media’s marketing materials. This represents a significant differentiator from static out-of-home advertising.

Why is growing out-of-home central to Alight’s strategy?

Growing out-of-home and beyond is central to Alight Media’s business strategy, according to Alfredo Garicoche’s statement in the official announcement. The company offers advertisers opportunities to engage audiences in every region through their national OOH portfolio of digital billboards, digital and classic 6-sheet posters, and place-based media in leisure and hospitality environments.

Alight’s strategy of developing inclusive OOH across the UK, not just London and major cities, has seen their national audience reach over half of UK adults, with 50% of all adults engaging with their network each month. Additionally, 31.8 million adults see their D48s every month, and 3.1 million adults see their 6-sheet posters monthly.

In just over five years, Alight has grown into one of the UK’s top five digital out-of-home media owners through their national portfolio, according to OutSmart’s March 2026 coverage of their 500th digital billboard installation.

What sponsorship opportunities does the partnership offer?

The partnership offers Out of Phone sponsorship opportunities specifically for brands seeking to align with TikTok’s creativity and cultural influence, according to the official partnership announcement. This creates new advertising categories for brands wanting to leverage TikTok’s cultural momentum.

Brands can begin a campaign on TikTok’s mobile app, attract creators and communities, and then amplify native contributions through the Out of Phone physical screen network, according to MediaPost’s analysis. This creates an integrated campaign approach spanning mobile and physical environments.

How does the partnership benefit both companies?

For Alight Media, the partnership brings a range of dynamic and engaging full-motion content to Dwell audiences in moments they are most receptive, according to Garicoche’s statement. This enhances the value proposition for advertisers using the Dwell network.

For TikTok, the partnership brings engaging TikTok content to their community off platform and in social environments in the real world, according to Walton’s statement. This expands TikTok’s reach beyond mobile devices into physical social spaces.

Both companies look forward to building a meaningful and successful relationship together with their clients, according to Walton’s comments.
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What experimental retail partnerships has TikTok explored?

TikTok has been experimenting with various retail partnerships beyond the Out of Phone programme. At Horizon Media’s Night Market eCommFronts, TikTok’s Mike Westgate discussed several plans for TikTok Shop, including potential retail partnerships that would allow the platform to serve as a distributor of perishable groceries, according to TubeFilter’s November 2023 coverage.

Westgate is the Head of Home, Living, and Retail for TikTok Shop US, and said his company is looking to forge partnerships with retailers to support deliveries for perishable products. Currently, TikTok Shop vendors can only sell food and beverage items if they’re in a specific invite-only class.

This experimental approach demonstrates TikTok’s broader strategy of expanding beyond mobile into physical commerce and advertising environments.

What does the future hold for this partnership?

Alight Media and TikTok look forward to building a meaningful and successful relationship together with their clients, according to Jade Walton’s statement in the official announcement. The partnership represents the beginning of expanded collaboration between the two companies.

The Out of Phone programme continues to expand with new partners joining regularly, including Next-Gen Media joining in November 2025, according to OOH Today’s coverage. Alight Media’s addition strengthens the programme’s UK presence significantly.

As TikTok continues pushing for content in the physical world, partnerships like this with Alight Media represent key infrastructure for delivering that vision across major markets.

The partnership positions both companies to capitalize on the 65% of internet users who want OOH ads that look and feel like TikTok videos, according to TikTok Marketing Science research. This consumer demand creates significant market opportunity for the expanded content distribution.

With 1.1 billion monthly impressions across the Dwell network, Alight Media provides substantial reach for TikTok content expansion into physical environments. This scale represents one of the largest OOH audiences available for TikTok content distribution in the UK.

The collaboration fundamentally changes how brands can connect with audiences in social environments, bringing TikTok’s creative format to physical spaces where people naturally spend time together. This represents a significant evolution in out-of-home advertising capabilities.