Adrian J Cotterill, Editor-in-Chief
T-Mobile (NASDAQ: TMUS) has entered into a definitive agreement to acquire Vistar Media.
JP Colaco, SVP & Chief T-Ads Officer, T-Mobile told us “T-Mobile is always envisioning new ways to deliver for consumers and we see a tremendous opportunity to provide more relevant and personalized 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.”
Through the T-Mobile Advertising Solutions business, T-Mobile will acquire all of Vistar’s industry-leading 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 serving more than 3,000 brand partner advertisers.
“We are excited to join T-Mobile, a brand that truly understands the power and potential of out-of-home advertising,” said Michael Provenzano, CEO & Co-Founder of Vistar Media. “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.”
T-Mobile will pay approximately USD 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. Post close, the transaction is expected to be slightly accretive to EBITDA and represents additional upside to the company’s financial guidance shared during the company’s Capital Markets Day.
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