T-Mobile has entered into a definitive agreement to acquire digital-out-of-home (DOOH) ad tech firm Vistar Media.
The $600 million deal is part of T-Mobile’s strategy to grow revenue beyond internet and phone plans by expanding its advertising business.
The acquisition, slated to close in Q1 2025 (pending regulatory approvals), will give T-Mobile access to Vistar’s critical DOOH capabilities. These include managing media campaigns across a global network of more than 1.1 million digital screens and serving over 3,000 brand partner advertisers.
“T-Mobile is always envisioning new ways to deliver for consumers, and we see a tremendous opportunity to provide more relevant and personalised advertising,” said JP Colaco, senior vice president and chief t-ads officer at T-Mobile.
“By combining T-Mobile’s customer-centric approach and expertise as one of the nation’s most scaled marketers with Vistar’s leading out-of-home technology, advertisers can easily place their ads where they know their audience will be. This partnership improves every step of the customer journey. Together with Vistar, T-Mobile will deliver advertising solutions built by marketers, for marketers.”
Michael Provenzano, CEO and co-founder of Vistar Media, also welcomed the deal, describing T-Mobile as a brand that “truly understands the power and potential of out-of-home advertising.”
“For 13 years, Vistar has pioneered the use of technology and data to transform OOH into a strategic and measurable channel,” Provenzano said.
“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, redefining how they engage with audiences in the real world.”