T-Mobile’s acquisition of DOOH provider Vistar Media adds to its advertising platforms
Telecommunications giant T-Mobile strengthens the digital sound signal outside the home efforts with its Monday acquisition of technology solutions provider DOOH Vistar Media in a $600 million cash deal.
Although T-Mobile is primarily known as a mobile carrier, it has been expanding its advertising offerings for some time, including the 2022 acquisition of Interactive octopusa national network of interactive video screens inside Uber and Lyft vehicles, and its launch at last April’s NewFronts of a retail media networkalongside several other updates.
Vistar’s global network encompasses more than 1.1 million digital screens from nearly 370 OOH media owners. It works with over 3,000 brand partner advertisers.
“By combining T-Mobile’s customer-centric approach and expertise as one of the nation’s leading marketers with Vistar’s industry-leading OOH technology, advertisers can easily place their ads where they know their audience will be, improving every step of the customer journey,” VP and Director of Advertising T Jean-Paul Colaco said in a statement.
The transaction is expected to be finalized during the first quarter of 2025.
According to Emarketer, DOOH will account for more than a third of the $10 billion in planned spending on OOH advertising in the United States this year.
T-Mobile said Vistar’s intelligent technology and marketplace solutions for buying, selling and managing media campaigns will be combined with customer insights and data from its T-Mobile Advertising Solutions business, providing advertisers with solutions that are more addressable and measurable and offer greater efficiency and a better return on investment. on investment.
“T-Mobile’s confidence in the future of display and its decision to acquire Vistar underscores the strength of this channel,” co-founder and CEO of Vistar. Michael Provenzano added. “Together, we have the opportunity to enhance our offerings to customers and partners around the world and inspire brands to think bigger and redefine how they engage with audiences in the real world.” »
