Washington, USA – American telecommunications company T-Mobile has announced that it will be acquiring global OOH advertising company Vistar Media for $600m. Said acquisition will benefit the T-Mobile Advertising Solutions business, a move for the carrier to improve its advertising business.
Through the acquisition, T-Mobile will acquire all of Vistar Media’s industry capabilities, which include intelligent marketplace and technology solutions for buying, selling and managing media campaigns across a global network of more than 1.1 million digital screens.
The network is provided by nearly 370 OOH media owners and serving more than 3,000 brand partner advertisers.
This combination will help transform the DOOH industry by leveraging Vistar’s end-to-end adtech platform and scale, together with T-Mobile’s unique customer insights and data.
T-Mobile will also elp marketers and advertisers reach consumers with more addressable and measurable solutions, delivering greater efficiency and ROI, while enhancing the consumer experience with more meaningful and engaging content.
JP Colaco, SVP & chief T-Ads officer at T-Mobile, said, “T-Mobile is always envisioning new ways to deliver for consumers and we see a 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. Together with Vistar, T-Mobile will deliver advertising solutions built by marketers, for marketers.”
Meanwhhile, Michael Provenzano, CEO & co-founder of Vistar Media, commented, “We are excited to join T-Mobile, a brand that truly understands the power and potential of out-of-home advertising. 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. Together, we have the opportunity to enhance our offerings for customers and partners globally, and inspire brands to think bigger and redefine how they engage with audiences in the real world.”
