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Digital billboard advertising in Toronto. (Photo via Vistar Media)
T-Mobile reached a $600 million deal to acquire Vistar Media, a leading provider of solutions for digital out-of-home (DOOH) advertising, the companies announced Monday.
The agreement will further bolster the Bellevue, Wash.-based wireless carrier’s Advertising Solutions business, adding Vistar’s marketplace and technology expertise for buying, selling and managing media campaigns across a global network of more than 1.1 million digital screens.
T-Mobile said the goal is to help marketers and advertisers reach consumers with “greater efficiency and ROI,” and to enhance the consumer experience with “more meaningful and engaging content.”
DOOH advertising transforms the static nature of traditional out-of-home advertising, with real-time ad-targeting capabilities on digital billboards, transit screens, bus shelters and elsewhere.
DOOH ad spending in 2025 will account for more than a third of the nearly $10 billion spent on OOH advertising in the U.S., according to a forecast from eMarketer.
T-Mobile previously acquired Octopus Interactive, a startup that runs an ad network for video screens inside Uber and Lyft vehicles.
The Vistar transaction is expected to close in the first quarter of this year.
