T-Mobile is set to pay US$600 million (A$970 million) to acquire Vista Media.
Vista Media is a leading provider of technology solutions for digital out-of-home (DOOH).
Through the acquisition, T-Mobile will possess all of Vistar’s capabilities, including intelligent marketplace and technology solutions for buying, selling and managing media campaigns. This includes Vistars 1.1 million digital screens, which are provided by nearly 370 OOH media owners and serve more than 3,000 brand partners.
SVP and chief T-Ads officer at T-Mobile, JP Colaco, said they see tremendous opportunity to provide more relevant and personalised 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,” he said.
“Together with Vistar, T-Mobile will deliver advertising solutions built by marketers, for marketers.”
According to eMarketer’s forecast, DOOH is set to make up one-third of the US$10 billion spent on advertising in the U.S.
CEO and co-founder of Vistar Media said they are excited to join T-Mobile and offer even more to customers.
“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,” he said.
The transaction is expected to close in the first quarter of 2025.
At the time of writing, T-Mobile US Inc (TMUS.P) stock was trading at US$213.46. T-Mobile's market cap stands at US$247.72 billion.