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T-Mobile announced that it has entered into a definitive agreement to acquire Vistar Media, the leading provider of digital out-of-home (DOOH) advertising technology solutions that reach millions of consumers in their daily lives.
“T-Mobile is always looking for new ways to serve consumers and we see a tremendous opportunity to deliver more relevant and personalized advertising”
Through the T-Mobile Advertising Solutions business, T-Mobile will acquire all of Vistar’s industry-leading capabilities. This includes its intelligent marketplace and technology solutions for buying, selling and managing media campaigns on a global network of more than 1.1 million digital screens provided by nearly 370 OOH media owners and serving more than 3,000 partner advertisers of mark
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This combination will help transform the DOOH industry by leveraging Vistar’s end-to-end ad-tech platform and scale, along with T-Mobile’s unique customer insights and data. As a leading retailer, connectivity provider and one of the largest physical operators of in-store media networks, T-Mobile will help marketers and advertisers reach consumers with more addressable and measurable solutions, offering greater efficiency and ROI, while enhancing the consumer experience with more meaningful and engaging content.
“T-Mobile is always envisioning new ways to serve consumers and we see a tremendous opportunity to deliver more relevant and personalized advertising,” said JP Colaco, SVP & Chief T-Ads Officer, T-Mobile. “Combining T-Mobile’s customer-centric approach and its expertise as one of the nation’s largest marketers, with Vistar’s leading out-of-home technology means advertisers can easily place their ads where they know their audience will be, improving every step of the customer journey. Together with Vistar, T-Mobile provides advertising solutions built by marketers, for marketers.”
“We are excited to join T-Mobile, a brand that truly understands the power and potential of out-of-home advertising,” said Michael Provenzano, CEO and Co-Founder of Vistar Media. “For 13 years, Vistar has pioneered the use of technology and data to transform OOH into a strategic and measurable channel. T-Mobile’s belief in the future of OOH – and its decision to acquire Vistar – underscores the strength of this channel. Together, we have the opportunity to enhance our offerings for customers and partners around the world, and inspire brands to think bigger and redefine how they interact with audiences around the world real”.
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DOOH represents a unique, useful and dynamic channel for advertising in an increasingly digital world. According to eMarketer’s forecast, DOOH ad spending in 2025 will represent more than a third of the nearly $10 billion spent on OOH advertising in the U.S. The timing is perfect for this transformation as digital screens still represent a small percentage of the overall OOH advertising market. and become more accessible.
T-Mobile will pay approximately $600 million in cash, subject to closing adjustments. The transaction is expected to close in Q1 2025, subject to the satisfaction of customary closing conditions, including receipt of necessary regulatory approvals. Upon completion, the transaction is expected to be slightly accretive to EBITDA and represents an additional increase to the company’s financial guidance shared during the company’s Capital Markets Day.
T-Mobile continues to expect to return up to $14 billion as part of its 2025 Shareholder Return Program. According to the current closing timing for the company’s announced and pending transactions, along with the company’s liquidity position and other capital allocation priorities, the company may consider allocating additional capital to the 2025 Shareholder Return Program.
