Jan 13 (Reuters) - T-Mobile US ( TMUS ) said on Monday

it has agreed to acquire Vistar Media, a real-time outdoor

advertising technology provider, for about $600 million, in an

all-cash deal.

The deal would strengthen the telecom provider's advertising

business by giving a foothold in the digital out-of-home (DOOH)

advertising market, as brands transition from static billboards

to more creative and engaging digital screens.

DOOH advertising is projected to account for 42% of total

OOH revenue in 2025, according to the UK's WPP's ( WPP ) media

investment firm GroupM.

T-Mobile will acquire all of Vistar Media's marketplace and

technology solutions for buying, selling and managing 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.

"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,"

said JP Colaco, chief T-Ads officer of T-Mobile.

"T-Mobile's belief in the future of OOH - and their decision

to acquire Vistar - underscores the strength of this channel"

said Michael Provenzano, CEO of Vistar Media.