Big Acquisitions, Airports, and Top Employer Honors

T-Mobile to acquire Vistar, Adams gets two more, Lamar is the among the best to work for and Departure and CCO win airport contracts. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending January 18, 2025. 

1. T-Mobile to Acquire Vistar Media

T-Mobile is acquiring Vistar Media. The acquisition, valued at about $600 million in cash will integrate Vistar’s intelligent marketplace and technology solutions into T-Mobile’s Advertising Solutions business. 

Combining Vistar’s end-to-end ad-tech platform with T-Mobile’s customer insights and data is expected to provide advertisers with more measurable solutions, enhancing efficiency and ROI, while simultaneously offering consumers more relevant and engaging content.

The deal is expected to close in Q1 of this year, pending customary closing conditions and regulatory approvals.

B.B.’s Take: So much to unpack.  Those who support programmatic believe it to be the greatest thing since the invention of vinyl printing. Those who are in left field with programmatic don’t know what to think of it. As for me, I believe that it has always been another tool to move toward the success of OOH, but not anywhere near the holy grail those invested in programmatic believe it to be. As for the folks at Vistar, good for them. The fact that the number one programmatic company, Vistar, is also the first to sell does not bode well for the other programmatic players. $600 million seems to be a low valuation. 

2. Adams Acquires Two More Media Owners

Adams Outdoor Advertising has recently expanded its market presence through two more strategic acquisitions. In North Carolina, Adams acquired Riley (Patriot) Outdoor, adding 201 billboard faces and 7 digital displays across 12 counties in the eastern part of the state. This move enhances Adams’ reach and solidifies its position in some of North Carolina’s largest cities.

In the Midwest, Adams acquired Wisconsin-based Cee Media, which adds another 100 billboards to its portfolio. This acquisition significantly bolsters Adams’ footprint in central Wisconsin, extending services beyond Madison and offering clients a dynamic mix of traditional static billboards and digital displays.

B.B.’s Take: Teo more Adams acquisitions. Expect more for 2025. That is the mode Adams is in for the future.

3. Lamar Makes List of Best Companies to Work For

U.S. News & World Report has recognized Lamar Advertising Company as one of the “Best Companies to Work For” in its annual rankings. Lamar is the sole Louisiana-based company to receive this distinction. The company was also highlighted as a top employer in both the Southern region and the media industry.

The “Best Companies to Work For” bases its rankings on a number of factors, including quality of pay, work-life balance, job stability, workplace benefits, and opportunities for professional development. rankings considered factors such as quality of pay, work-life balance, job stability, workplace benefits, and opportunities for professional development. 

Lamar operates over 363,000 displays across the United States and Canada, including the nation’s largest network of digital billboards with over 4,900 screens.

B.B.’s Take: Lamar is indeed the ‘BEST’ large OOH company to work for. It is also the safest. Think about it.

4. CCO 35-Year Airport Partnership Extended

Clear Channel Outdoor’s Airports Division’s 35-year partnership with the Huntsville-Madison County Airport Authority has been extended an additional 10 years. This agreement includes the installation of advanced advertising media at Huntsville International Airport (HSV), including two large LED video walls featuring regionally themed murals and an enhanced digital network in the renovated gate hold areas. These upgrades aim to engage the airport’s 1.5 million annual passengers with dynamic brand experiences.

HSV, recognized as the #1 Best Small Airport in the 2024 Newsweek Readers’ Choice Awards, offers nonstop service to 14 destinations and is known for outstanding customer service and state-of-the-art technology.

B.B.’s Take: 35 year partnership is impressive. On the other hand, Huntsville is in small town America. CCO is not small town anything or shouldn’t be. Hence the sell off in Europe for now… focus fellas, focus.

5. Departure Media Bradley International Airport Partnership

Departure Media Airport Advertising has secured a contract to manage in-terminal advertising at Bradley International Airport (BDL) in Connecticut. This partnership marks Departure Media’s expansion into the Northeastern U.S. market, adding to their existing presence in the Midwest, including airports in Kansas City and Des Moines.

The company plans to modernize BDL’s advertising landscape by integrating both digital and static installations throughout the terminal. They plan to introduce digital towers, provided by NanoLumens, to allow for more dynamic and engaging advertising content.

B.B.’s Take:  Love it when the little guy grows and keeps prospering!  Congrats to Departure Media!