T-Mobile Acquires Vistar Media for $600 Million to Expand Digital Advertising Reach

The deal strengthens T-Mobile's presence in the growing digital out-of-home advertising market, leveraging Vistar's technology and marketplace expertise.

• T-Mobile has announced a $600 million all-cash acquisition of Vistar Media, a leader in digital out-of-home (DOOH) advertising technology.
• The acquisition will enhance T-Mobile's Advertising Solutions division by integrating Vistar's platform for buying, selling, and managing media campaigns across 1.1 million digital screens globally.
• DOOH advertising is projected to account for over 40% of total out-of-home ad spending in 2025, reflecting a shift from static billboards to dynamic, targeted digital screens.
• T-Mobile's advertising ambitions follow a series of strategic moves, including the purchase of Octopus Interactive in 2022 and the launch of an in-store retail media network in 2024.
• The transaction is expected to close in the first quarter of 2025, positioning T-Mobile as a key player in the $9 billion U.S. digital OOH advertising market.

4 Articles

GeekWire Adweek Digiday