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T-Mobile Acquires Vistar Media for $600 Million to Enhance Digital Out-of-Home Advertising
T-Mobile US has announced a $600 million acquisition of Vistar Media to expand its advertising capabilities in the digital out-of-home (DOOH) market, aiming to leverage Vistar's technology and extensive network of digital screens.
T-Mobile US has made a strategic move to bolster its advertising business by announcing the acquisition of Vistar Media for approximately $600 million in an all-cash deal. This acquisition is set to enhance T-Mobile's presence in the digital out-of-home (DOOH) advertising market, a sector that is rapidly growing and projected to account for 42% of total outdoor advertising revenue by 2025, according to WPP's GroupM.
Vistar Media, known for its real-time outdoor advertising technology, provides a marketplace and technology solutions that manage media campaigns across over 1.1 million digital screens. These screens are provided by nearly 370 media owners and serve more than 3,000 brand advertisers. The acquisition will allow T-Mobile to combine its customer insights and data with Vistar's ad-tech platform, aiming to transform the DOOH industry.
The deal is expected to close in the first quarter of 2025 and is anticipated to be slightly accretive to T-Mobile's earnings before interest, taxes, depreciation, and amortization (EBITDA). T-Mobile has reiterated its commitment to returning up to $14 billion to shareholders through its 2025 Shareholder Return Program and may consider additional capital allocation depending on the transaction's timing and liquidity position.
JP Colaco, T-Mobile's chief T-Ads officer, emphasized the potential of the acquisition to improve advertisers' ability to place ads effectively. Michael Provenzano, CEO of Vistar Media, expressed enthusiasm about joining T-Mobile, highlighting the company's belief in the future of outdoor advertising and the opportunity to enhance offerings globally.
This move into the DOOH market is seen as a strategic step for T-Mobile, leveraging its position as a top marketer and connectivity provider to offer more addressable and measurable advertising solutions. The integration of Vistar's technology with T-Mobile's data is expected to create a powerful advertising ecosystem, potentially disrupting traditional outdoor advertising by enabling real-time, data-driven campaign optimization and more precise audience targeting.
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