T-Mobile US has announced plans to acquire Vistar Media, a provider of real-time outdoor advertising technology, for $600 million in an all-cash deal. The acquisition aims to expand T-Mobile’s presence in the digital out-of-home (DOOH) advertising sector, which is projected to account for 42% of total out-of-home (OOH) advertising revenue by 2025, according to GroupM.
Vistar Media’s platform enables buying, selling, and managing media campaigns across 1.1 million digital screens operated by OOH media houses and advertisers. The deal is expected to help T-Mobile diversify its business by leveraging data-driven advertising opportunities.
The transaction, which will include Vistar Media’s marketplace and technology solutions, is anticipated to close in the first quarter of 2025. This acquisition marks T-Mobile’s entry into a growing market driven by advancements in programmatic advertising.
“Combining T-Mobile’s customer-centric approach and its expertise as one of the nation’s most scaled marketers, with Vistar’s leading out-of-home technology means advertisers can easily place their ads where they know their audience will be,” said JP Colaco, chief T-Ads officer of T-Mobile.
“T-Mobile’s belief in the future of OOH – and their decision to acquire Vistar – underscores the strength of this channel” said Michael Provenzano, CEO of Vistar Media.