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T-Mobile Buys DOOH Media Company, Vistar Media, for $600 Million; Boost to Digital Signage Industry

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T-Mobile has entered into a definitive agreement to acquire Vistar Media, a provider of technology solutions for digital-out-of-home (DOOH) advertising. Vistar Media enables campaigns to reach millions of consumers daily through its global network of over 1.1 million digital screens, supported by nearly 370 OOH media owners and used by more than 3,000 brand advertisers.

As part of the T-Mobile Advertising Solutions business, the acquisition includes Vistar’s marketplace and technology platform for buying, selling, and managing media campaigns. The integration aims to enhance the DOOH industry by combining Vistar’s ad-tech platform with T-Mobile’s customer insights and data.

“T-Mobile is always looking for new ways to deliver for consumers, and this acquisition presents a tremendous opportunity to offer more personalized advertising,” said JP Colaco, senior vice president and chief T-Ads officer at T-Mobile. “By combining T-Mobile’s customer-centric approach and marketing expertise with Vistar’s leading out-of-home technology, advertisers can place ads precisely where their audience will be, enhancing the customer journey. Together, we’ll deliver advertising solutions designed for marketers, by marketers.”

“We are thrilled to join T-Mobile, a brand that understands the potential of out-of-home advertising,” said Michael Provenzano, CEO and co-founder of Vistar Media. “For 13 years, Vistar has transformed OOH into a measurable and strategic channel using technology and data. T-Mobile’s decision to acquire Vistar underscores the strength of this medium. Together, we can enhance offerings for our global customers and inspire brands to rethink audience engagement.”

DOOH continues to grow as a dynamic advertising channel in an increasingly digital world. According to eMarketer, DOOH ad spending in 2025 is expected to account for over one-third of the nearly $10 billion spent on OOH advertising in the U.S. The acquisition aligns with the ongoing shift toward digital screens, which currently represent a smaller portion of the OOH market but are rapidly becoming more accessible.

T-Mobile will pay approximately $600 million in cash, subject to closing adjustments. The transaction is expected to close in Q1 2025, pending regulatory approvals and customary closing conditions. Post-closing, the deal is anticipated to be slightly accretive to EBITDA and offers additional upside to T-Mobile’s financial guidance presented during its Capital Markets Day.

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