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T-Mobile announced that it has entered into a definitive agreement to acquire Vistar Media, a leading provider of digital out-of-home (DOOH) technology solutions that reach millions of consumers throughout their daily lives.
“T-Mobile is always imagining new ways to serve customers, and we see a huge opportunity to provide more relevant and personalized advertising.”
Through the T-Mobile Advertising Solutions business, T-Mobile will acquire all of Vistar’s top capabilities. This includes its intelligent marketplace and technology solutions for buying, selling and managing media campaigns across a global network of more than 1.1 million digital screens, provided by nearly 370 OOH media owners and served by more than 3,000 advertiser brand partners.
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The combination will help transform the DOOH industry by leveraging Vistar’s end-to-end ad technology platform and scale, along with T-Mobile’s unique customer insights and data. As a leading marketer, connectivity provider and one of the largest physical operators of retail media networks, T-Mobile will help marketers and advertisers reach customers with more addressable and measurable solutions, deliver greater efficiency and ROI, while enhancing the consumer experience with more meaningful and engaging content.
“T-Mobile is always imagining new ways to deliver new services to customers, and we see a huge opportunity to deliver more relevant and personalized advertising,” said JP Colaco, SVP & Chief T-Ads Officer, T-Mobile. “The combination of T-Mobile’s customer-centric approach and its expertise as one of the most widespread marketers in countries with Vistar’s leading technology for out-of-home means that advertisers can easily place their ads where they know their audience will be and improve so every step of the customer’s journey. Together with Vistar, T-Mobile will deliver advertising solutions built by marketers for merchants.”
“We are thrilled to join T-Mobile, a brand that truly understands the power and potential of out-of-home advertising,” said Michael Provenzano, CEO and co-founder of Vistar Media. “For 13 years, Vistar has been a pioneer in 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 offering for customers and partners around the world and inspire brands to think bigger and redefine how they reach real-world audiences.”
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DOOH represents a unique, useful and dynamic channel for advertising in an increasingly digital world. According to eMarketer’s forecast, DOOH ad spending will account for more than one-third of the nearly $10 billion spent on OOH advertising in the U.S. by 2025. The timing is perfect for this transformation, as digital screens still represent a small percentage of the overall OOH advertising market. and are increasingly available.
T-Mobile will pay approximately $600 million in cash, subject to closing adjustments. The transaction is expected to close in Q1 2025, subject to the satisfaction of customary closing conditions, including receipt of required regulatory approvals. The transaction is expected to be slightly accretive to EBITDA upon closing and will represent a further improvement to the company’s financial outlook shared during the company’s Capital Markets Day.
T-Mobile continues to expect to return up to $14 billion under its 2025 shareholder return program. Depending on the actual timing of the closing of the Company’s announced and pending transactions, along with the Company’s liquidity position and other capital allocation priorities, the Company may consider allocating additional capital to the 2025 Shareholder Return Program.