T-Mobile announced it entered into a definitive agreement to acquire Vistar Media, a leading provider of technology solutions for digital-out-of-home (DOOH) advertisements, reaching millions of consumers in their daily lives. T-Mobile will buy all of Vistar’s industry-leading capabilities through the T-Mobile Advertising Solutions business, includes its intelligent marketplace and technology solutions for buying, selling, and managing media campaigns across a global network of over 1.1 million digital screens provided by nearly 370 OOH media owners and serving more than 3,000 brand partner advertisers.
This combination will help transform the DOOH industry by utilizing Vistar’s end-to-end ad-tech platform and scale, together with T-Mobile’s unique customer insights and data. As a top marketer, connectivity provider and one of the largest physical in-store retail media network operators, 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. DOOH represents a useful and dynamic channel for advertising in an increasingly digital world.
T-Mobile will pay about $600 million in cash, subject to closing adjustments. This deal is expected to close in Q1 2025, subject to the satisfaction of customary closing conditions, including receipt of required regulatory approvals. After the closing, the deal is expected to be slightly accretive to EBITDA and represents additional upside to the company’s financial guidance shared during the company’s Capital Markets Day.
Allen & Company is serving as T-Mobile’s financial advisor on the transaction with Cleary Gottlieb Steen & Hamilton serving as T-Mobile’s legal counsel. Canaccord Genuity advised Vistar Media on the transaction, with Lowenstein Sandler serving as Vistar Media’s legal counsel.
KEY QUOTES:
“T-Mobile is always envisioning new ways to deliver for consumers and we see a tremendous opportunity to provide more relevant and personalized advertising. Combining T-Mobile’s customer-centric approach and its expertise as one of the nations 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, improving every step of the customer journey. Together with Vistar, T-Mobile will deliver advertising solutions built by marketers, for marketers.”
- JP Colaco, SVP & Chief T-Ads Officer, T-Mobile
“We are excited to join T-Mobile, a brand that truly understands the power and potential of out-of-home advertising. For 13 years, Vistar has pioneered using technology and data to transform OOH into a strategic and measurable channel. T-Mobile’s belief in the future of OOH – and their decision to acquire Vistar – underscores the strength of this channel. Together, we have the opportunity to enhance our offerings for customers and partners globally, and inspire brands to think bigger and redefine how they engage with audiences in the real world.”
- Michael Provenzano, CEO & Co-Founder of Vistar Media
