T-Mobile is set to acquire Vistar Media for $600 million to bolster its advertising business.

(Reuters) – T-Mobile US said on Monday it had agreed to buy Vistar Media, a provider of real-time outdoor advertising technology, for about $600 million in an all-cash deal.

The deal will strengthen the telecom provider’s advertising efforts, as brands move from static billboards to creative and engaging digital screens.

DOH advertising is expected to account for 42 percent of total OOH revenue by 2025, according to UK WPP’s media investment firm GroupM.

T-Mobile will acquire all of Vistar Media’s marketplace and technology solutions to buy, sell and manage media campaigns across 1.1 million digital screens provided by OOH media houses and brand advertisers.

The transaction is expected to close in the first quarter of 2025.

“T-Mobile’s customer-centric approach and expertise as one of the nation’s top marketers with Vistar’s leading out-of-home technology means advertisers can easily place their ads where they know their audience will be,” said JP Colaco. Chief T-Advertising Officer of T-Mobile.

“T-Mobile’s confidence in the future of OOH – and their decision to acquire Vistar – underscores the strength of this channel,” said Michael Provenzano, CEO of Vistar Media.

(Reporting by Priyanka.G in Bengaluru; Editing by Vijay Kishore)