Telecom company T-Mobile has entered into an agreement to acquire Vistar Media. The acquisition will combine Vistar’s advertising technology, along with T-Mobile’s customer data and insights.
Through the T-Mobile Advertising Solutions division, T-Mobile will leverage Vistar’s capabilities to purchase, sell and manage 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 advertiser partners.
Scott Mitchell, managing director in Canada at Vistar Media, tells MiC that the acquisition will help brands, including Canadian companies, reach consumers with more addressable and measurable solutions, offering greater efficiency and ROI, while enhancing the consumer experience with more meaningful and engaging content. “Together with T-Mobile Advertising Solutions, we will evolve to deliver even more innovative solutions for the advertising needs of brands and agencies around the world.”
According to him, Canadian advertisers’ day-to-day relations with Vistar will remain unchanged. “Vistar remains committed to the global strategy in place, and we expect to continue our investment in our local teams around the globe,” he says. “While T-Mobile is headquartered in the U.S., they operate as a global brand and are interested in supporting advertisers’ goals of reaching audiences worldwide.”
T-Mobile will pay approximately $600 million in cash, subject to closing adjustments. The transaction is expected to close in the first quarter of this year.
Statements Media secures digital ad rights of Brookfield Properties
OOH ad company Statements Media has partnered with Brookfield Properties to exclusively represent digital ad space within its Canadian commercial properties.
The network includes more than 100 digital ad screens, large-format video walls, and static locations installed in 12 properties in downtown Toronto and Calgary, which see hundreds of thousands of visitors daily, according to the company. The digital displays are located in shopping concourses, lobby areas, food courts, and the underground Path system, which links to Toronto’s Union Station. In Calgary, the ads are located on the Plus 15 Skywalk system, which connects the downtown area.
Under the agreement, Statements will also offer full brand dominations and custom activations at properties such as Brookfield Place in Toronto and Calgary, First Canadian Place, Bay Adelaide Centre, and Exchange Tower in Toronto, as well as Suncor Energy Centre in Calgary.
The digital display network will be available programmatically on advertising service providers like Hivestack, Vistar and Place Exchange. According to the companies, more large-format digital screens will also be added on busy stretches of the Path this year.
Founded in 2005, Toronto-based Statements Media specializes in OOH properties and advertising networks. Its product portfolio includes large format digital billboards, static and digital taxi tops, mobile digital displays, wall murals, parking garage media, parking receipt ads, and place-based signage in office and retail environments
Pictured, digital Signage installed in Path system at First Canadian Place.
