T-Mobile to Acquire Vistar Media, Fueling Better Ad Experiences for Consumers and More Effective Products for Advertisers
T-Mobile (TMUS) has announced a definitive agreement to acquire Vistar Media, a leading digital-out-of-home (DOOH) advertising technology provider, for approximately $600 million in cash. The acquisition combines T-Mobile Advertising Solutions with Vistar's marketplace, which reaches over 1.1 million digital screens through nearly 370 media owners and serves more than 3,000 brand advertisers.
The transaction is expected to close in Q1 2025 and will be slightly accretive to EBITDA. The deal aims to transform the DOOH industry by combining Vistar's ad-tech platform with T-Mobile's customer insights and data. According to eMarketer, DOOH ad spending is projected to represent over one-third of the nearly $10 billion U.S. OOH advertising market by 2025.
T-Mobile maintains its commitment to return up to $14 billion through its 2025 Shareholder Return Program and may consider additional capital allocation depending on transaction timing and liquidity position.
T-Mobile (TMUS) ha annunciato un accordo definitivo per acquisire Vistar Media, un fornitore leader di tecnologia pubblicitaria per il digitale out-of-home (DOOH), per circa 600 milioni di dollari in contante. L'acquisizione combina le Soluzioni Pubblicitarie di T-Mobile con il mercato di Vistar, che raggiunge oltre 1,1 milioni di schermi digitali attraverso quasi 370 proprietari di media e serve più di 3.000 inserzionisti di marca.
Si prevede che la transazione si chiuda nel Q1 2025 e avrà un leggero impatto positivo sull'EBITDA. L'accordo mira a trasformare l'industria DOOH combinando la piattaforma pubblicitaria di Vistar con le informazioni sui clienti e i dati di T-Mobile. Secondo eMarketer, si prevede che la spesa pubblicitaria DOOH rappresenterà oltre un terzo del mercato pubblicitario OOH statunitense, che si avvicina ai 10 miliardi di dollari, entro il 2025.
T-Mobile mantiene il proprio impegno a restituire fino a 14 miliardi di dollari attraverso il suo Programma di Restituzione agli Azionisti del 2025 e potrebbe prendere in considerazione ulteriori allocazioni di capitale a seconda del timing della transazione e della posizione di liquidità.
T-Mobile (TMUS) ha anunciado un acuerdo definitivo para adquirir Vistar Media, un proveedor líder de tecnología publicitaria digital out-of-home (DOOH), por aproximadamente 600 millones de dólares en efectivo. La adquisición combina las Soluciones Publicitarias de T-Mobile con el mercado de Vistar, que llega a más de 1,1 millones de pantallas digitales a través de casi 370 propietarios de medios y atiende a más de 3.000 anunciantes de marca.
Se espera que la transacción se cierre en el Q1 2025 y tendrá un ligero impacto positivo en el EBITDA. El acuerdo tiene como objetivo transformar la industria DOOH al combinar la plataforma de tecnología publicitaria de Vistar con los conocimientos y datos de clientes de T-Mobile. Según eMarketer, se prevé que el gasto en publicidad DOOH represente más de un tercio del casi 10 mil millones de dólares del mercado publicitario OOH en EE. UU. para 2025.
T-Mobile mantiene su compromiso de devolver hasta 14 mil millones de dólares a través de su Programa de Devolución a Accionistas 2025 y podría considerar asignaciones adicionales de capital dependiendo del momento de la transacción y la posición de liquidez.
T-Mobile (TMUS)은 디지털 아웃 오브 홈(DOOH) 광고 기술 제공업체인 Vistar Media를 현금 약 6억 달러에 인수하는 최종 계약을 발표했습니다. 이번 인수는 T-Mobile 광고 솔루션과 Vistar의 마켓플레이스를 결합하여 약 370개의 미디어 소유자를 통해 110만 개 이상의 디지털 스크린에 도달하고 3,000개 이상의 브랜드 광고주를 지원합니다.
거래는 2025년 1분기에 종료될 것으로 예상되며 EBITDA에 다소 긍정적인 영향을 미칠 것입니다. 이 딜은 Vistar의 광고 기술 플랫폼과 T-Mobile의 고객 인사이트 및 데이터를 결합하여 DOOH 산업을 혁신하는 것을 목표로 하고 있습니다. eMarketer에 따르면, DOOH 광고 지출은 2025년까지 미국 OOH 광고 시장의 거의 100억 달러 중 1/3 이상을 차지할 것으로 예상됩니다.
T-Mobile은 2025년 주주 환급 프로그램을 통해 최대 140억 달러를 환급하겠다는 약속을 유지하며, 거래 시기 및 유동성 상황에 따라 추가 자본 배분을 고려할 수 있습니다.
T-Mobile (TMUS) a annoncé un accord définitif pour acquérir Vistar Media, un fournisseur leader de technologie publicitaire numérique hors domicile (DOOH), pour environ 600 millions de dollars en espèces. Cette acquisition combine les solutions publicitaires de T-Mobile avec le marché de Vistar, qui atteint plus de 1,1 million d'écrans numériques à travers près de 370 propriétaires de médias et sert plus de 3 000 marques annonceurs.
La transaction devrait être finalisée au Q1 2025 et aura un léger impact positif sur l'EBITDA. L'accord vise à transformer l'industrie du DOOH en combinant la plateforme de technologie publicitaire de Vistar avec les informations clients et les données de T-Mobile. Selon eMarketer, les dépenses publicitaires DOOH devraient représenter plus d'un tiers du marché publicitaire OOH américain de près de 10 milliards de dollars d'ici 2025.
T-Mobile maintient son engagement à retourner jusqu'à 14 milliards de dollars via son programme de retour aux actionnaires de 2025 et pourrait envisager une allocation de capital supplémentaire selon le calendrier de la transaction et la position de liquidité.
T-Mobile (TMUS) hat eine endgültige Vereinbarung zur Übernahme von Vistar Media, einem führenden Anbieter von Technologie für digitale Außenwerbung (DOOH), für etwa 600 Millionen Dollar in bar angekündigt. Die Übernahme vereint die Werbelösungen von T-Mobile mit dem Marktplatz von Vistar, der über 1,1 Millionen digitale Bildschirme über nahezu 370 Medieninhaber erreicht und mehr als 3.000 Markenwerber bedient.
Die Transaktion wird voraussichtlich im Q1 2025 abgeschlossen und wird sich leicht positiv auf das EBITDA auswirken. Der Deal zielt darauf ab, die DOOH-Branche zu transformieren, indem die Ad-Tech-Plattform von Vistar mit den Kundeninformationen und Daten von T-Mobile kombiniert wird. Laut eMarketer wird der DOOH-Werbeausgaben voraussichtlich mehr als ein Drittel des fast 10 Milliarden Dollar großen OOH-Werbemarktes in den USA bis 2025 ausmachen.
T-Mobile bekräftigt sein Engagement, bis zu 14 Milliarden Dollar über sein Programm zur Rückgabe an Aktionäre 2025 zurückzugeben, und könnte je nach Zeitpunkt der Transaktion und Liquiditätslage zusätzliche Kapitalzuweisungen in Betracht ziehen.
- Acquisition expected to be accretive to EBITDA
- Access to 1.1 million digital screens and 3,000 brand advertisers
- Expansion into growing DOOH market worth nearly $10 billion by 2025
- Potential for additional shareholder returns beyond $14 billion program
- Significant cash outlay of $600 million
- Transaction subject to regulatory approvals
Insights
T-Mobile's
The timing is particularly strategic, as DOOH spending is projected to capture over
This acquisition positions T-Mobile to capitalize on three critical advertising technology advantages:
- Enhanced targeting capabilities by combining mobile user data with DOOH placement
- Improved measurement and attribution through cross-channel tracking
- Increased operational efficiency via Vistar's programmatic platform
The integration of Vistar's technology stack with T-Mobile's first-party data creates a unique value proposition in the DOOH space. This could potentially disrupt traditional OOH advertising by enabling real-time, data-driven campaign optimization and more precise audience targeting - capabilities that have historically been in outdoor advertising.
The DOOH sector is experiencing a significant transformation, with digital screens currently representing an undertapped segment of the overall OOH market. This acquisition provides T-Mobile with immediate scale through Vistar's relationships with 370 media owners. The deal's timing coincides with increasing advertiser demand for measurable, programmatic outdoor advertising solutions, particularly as traditional digital advertising faces challenges with cookie deprecation and privacy regulations.
The transaction's expected Q1 2025 completion aligns with market projections for accelerated DOOH adoption, positioning T-Mobile to capture growing advertiser budgets. The company's intention to potentially expand its 2025 Shareholder Return Program suggests confidence in the acquisition's ability to generate meaningful revenue synergies.
The combination of T-Mobile Advertising Solutions’ products and Vistar’s leading digital-out-of-home advertising marketplace and platform will usher in a new era of relevant, measurable and engaging ads
T-Mobile has entered into a definitive agreement to acquire Vistar Media, the leading provider of technology solutions for digital-out-of-home advertisements. (Graphic: Business Wire)
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.
This combination will help transform the DOOH industry by leveraging Vistar’s end-to-end ad-tech platform and scale, together with T-Mobile’s unique customer insights and data. As a top marketer, connectivity provider and one of the largest physical in-store retail media network operators, T-Mobile will help 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.
“T-Mobile is always envisioning new ways to deliver for consumers and we see a tremendous opportunity to provide more relevant and personalized advertising,” said JP Colaco, SVP & Chief T-Ads Officer, T-Mobile. “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.”
“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.”
DOOH represents a unique, useful, and dynamic channel for advertising in an increasingly digital world. According to eMarketer’s forecast, DOOH ad spending in 2025 will account for over one-third of the nearly
T-Mobile will pay approximately
T-Mobile continues to expect to return up to
For more information on how brands can give their audiences a better advertising experience, visit https://www.t-mobile.com/advertising-solutions.
Cautionary Statement Regarding Forward-Looking Statements
This communication contains certain forward-looking statements concerning T-Mobile and the proposed transaction to acquire Vistar Media. All statements other than statements of fact, including information concerning future results, are forward-looking statements. These forward-looking statements are generally identified by the words “plan,” “anticipate,” “believe,” “estimate,” “expect,” “intend,” “may,” “could” or similar expressions. Such forward-looking statements include, but are not limited to, statements about the benefits of the proposed transaction, including anticipated future financial and operating results, T-Mobile’s objectives, expectations and intentions, and the expected timing of completion of the proposed transaction. There are several factors which could cause actual plans and results to differ materially from those expressed or implied in forward-looking statements. Such factors include, but are not limited to, the failure to satisfy any of the conditions to the proposed transaction on a timely basis or at all; the occurrence of events that may give rise to a right of one or both of the parties to terminate the definitive agreements; adverse effects on the market price of T-Mobile’s common stock and on T-Mobile’s operating results because of a failure to complete the proposed transaction in the anticipated timeframe or at all; negative effects of the pendency or consummation of the proposed transaction on the market price of T-Mobile’s common stock and on T-Mobile’s operating results; the risk of litigation or regulatory actions; the possibility that T-Mobile may not fully realize the projected benefits of the proposed transaction within expected timeframes or at all; business disruption during the pendency of or following the proposed transaction; diversion of management time from ongoing business operations due to the proposed transaction; the risk of any unexpected costs or expenses resulting from the proposed transaction; the risk that the proposed transaction and its announcement generally could have an adverse effect on the ability of T-Mobile or Vistar Media to retain customers and retain and hire key personnel and maintain relationships with customers, suppliers, employees, stockholders and other business relationships and on its operating results and business generally; and other risks and uncertainties detailed in T-Mobile’s Annual Report on Form 10-K for the fiscal year ended December 31, 2023, including in the sections thereof captioned “Risk Factors” and “Cautionary Statement Regarding Forward-Looking Statements,” as well as in its subsequent reports on Form 8-K and Form 10-Q, all of which are filed with the SEC and available at www.sec.gov and www.t-mobile.com. Forward-looking statements are based on current expectations and assumptions, which are subject to risks and uncertainties that may cause actual results to differ materially from those expressed in or implied by such forward-looking statements. Given these risks and uncertainties, persons reading this communication are cautioned not to place undue reliance on such forward-looking statements. T-Mobile assumes no obligation to update or revise the information contained in this communication (whether as a result of new information, future events or otherwise), except as required by applicable law. References to our and the SEC’s website are inactive textual references only. Information contained on our and the SEC’s website is not incorporated by reference in this communication and should not be considered to be a part of this communication.
Advisors
Allen & Company LLC is serving as T-Mobile’s financial advisor on the transaction with Cleary Gottlieb Steen & Hamilton LLP serving as T-Mobile’s legal counsel. Global investment bank, Canaccord Genuity, advised Vistar Media on the transaction, with Lowenstein Sandler LLP. Serving as Vistar Media’s legal counsel.
About T-Mobile US, Inc.
T-Mobile US, Inc. (NASDAQ: TMUS) is America’s supercharged Un-carrier, delivering an advanced 4G LTE and transformative nationwide 5G network that will offer reliable connectivity for all. T-Mobile’s customers benefit from its unmatched combination of value and quality, unwavering obsession with offering them the best possible service experience and undisputable drive for disruption that creates competition and innovation in wireless and beyond. Based in
About Vistar Media
Vistar Media is the home of out-of-home – providing brands, marketers and media owners with the world’s first truly intelligent platform for buying and selling OOH. Vistar hosts the world’s most extensive digital out-of-home inventory globally, offering the scale, data and expertise that allow brands to capture a better kind of attention. With a full suite of platforms to choose from – demand-side platform, supply-side platform, ad server and Cortex device management system – Vistar has built the world’s largest marketplace for OOH transactions. Headquartered in
View source version on businesswire.com: https://www.businesswire.com/news/home/20250112447594/en/
T-Mobile US, Inc. Media Relations
MediaRelations@t-mobile.com
T-Mobile Investor Relations Contact
investor.relations@t-mobile.com
https://investor.t-mobile.com
Vistar Media Relation
publicrelations@vistarmedia.com
Source: T-Mobile US, Inc.
FAQ
How much is T-Mobile (TMUS) paying for Vistar Media?
When will T-Mobile's (TMUS) acquisition of Vistar Media close?
What is the size of Vistar Media's advertising network that TMUS is acquiring?
How will the Vistar Media acquisition affect T-Mobile's (TMUS) 2025 financial outlook?
What is the projected size of the DOOH advertising market that TMUS is entering?
