BELLEVUE, Wash.—T-Mobile is further expanding its advertising business with the announcement that it has entered into a definitive agreement to acquire Vistar Media, a leading provider of technology solutions for digital-out-of-home (DOOH) advertisements reaching millions of consumers.

More specifically the company’s T-Mobile Advertising Solutions business will acquire all of Vistar’s ad tech solutions and capabilities, including 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.

T-Mobile will pay approximately $600 million in cash for Vistar, subject to closing adjustments., the carrier reported. The transaction is expected to close in first-quarter 2025, subject to the satisfaction of closing conditions and regulatory approvals.

eMarketer is forecasting that DOOH ad spending in 2025 will account for over one-third of the nearly $10 billion spent on OOH advertising in the U.S.

In announcing the deal, T-Mobile said that the combination of Vistar’s end-to-end ad-tech platform and scale and T-Mobile’s unique customer insights and data will help transform the DOOH business in a variety of ways.

As a top marketer, connectivity provider and one of the largest physical in-store retail media network operators, the combined solutions will allow marketers and advertisers to 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, senior vice president and chief T-Ads officer, T-Mobile. “Combining T-Mobile’s customer-centric approach and its expertise as one of the nation’s 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,” Michael Provenzano, CEO and co-founder of Vistar Media, said. “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.”

Allen & Co. is serving as T-Mobile’s financial adviser on the transaction with Cleary Gottlieb Steen & Hamilton 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.

CHANTILLY, VA.—There’s a common notion that media consumption is fragmenting as the public reaches for smart phones and tablets, tunes into TVs and accesses programming from such diverse sources as over the top, MVPDs, social media and over-the-air TV.

A new report from BIA Advisory Services throws that notion into question. What if consumers can actually access content seamlessly—regardless of the platform—therefore providing a more unified media consumption experience?

What if it is actually the marketers who experience the fragmentation, not the public? That’s one of the key assertions of the new BIA report “Local TV and Location: How Targeted Mobile Intelligence Creates High Impact Campaigns.”

“While consumers have found it relatively easy to find and view their preferred content across platforms, it has been harder for marketers to develop integrated campaigns to reach consumers,” the report says. “The reason is that marketers typically plan and activate their media channels in separate silos.”

As media consumption patterns evolve, TV and mobile have proven to be twin “pillars of consumer media engagement and marketer reach,” the report says.

[Read: BIA: 2018 TV Station Revenue To Reach $27.68B]

Spending on advertising bears that out. According to the report, advertisers this year will shell out $20.8 billion on local television, which makes it “the largest segment of video advertising by far.” The BIA report attributes the popularity of local television advertising to it being “viewed as the primary reach and frequency medium.”

Spending on location-targeted mobile to targeted audiences in 2018 is expected to reach $22.1 billion, the report says.

“For marketers using both platforms, local television and location-targeted mobile advertising, there is great power in unifying these platforms to reach, target, and engage consumers,” the report says.

BIA Managing Director Rick Ducey says a powerful synergy is available to marketers who know how to leverage both. “TV and mobile are two of the most powerful platforms that audiences are using daily in a unified, not fragmented, experience,” he says. “Advertisers who integrate audience targeting on TV with location targeting on mobile can achieve an incredibly powerful one-two marketing punch.”