New partnership will establish a premium digital Out-of-Home advertising network across leading retail destinations in Riyadh and Jeddah
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Multiply Media Group (MMG), the UAE-headquartered Out-of-Home media powerhouse and a subsidiary of 2PointZero Group PJSC, today announced its expansion into Saudi Arabia through a strategic partnership with Cenomi Centers, Saudi Arabia's leading owner, operator and developer of contemporary lifestyle centers.
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The partnership marks a significant milestone in MMG's growth strategy and establishes BackLite KSA, MMG's operating company in the Kingdom, which will manage and commercialise a premium digital Out-of-Home (DOOH) advertising network across some of Saudi Arabia's most prominent retail and lifestyle destinations.
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The network will include more than 80 digital screens across four major destinations in Riyadh and Jeddah, including the upcoming flagship developments Westfield Riyadh and Westfield Jeddah, alongside U Walk Riyadh and U Walk Jeddah.
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By combining MMG's expertise in technology-enabled Out-of-Home media with Cenomi Centers' high-footfall retail destinations, the partnership will provide brands, agencies and advertisers with access to premium retail audiences through a scalable and data-driven advertising platform. The launch marks MMG’s entry into the GCC’s largest advertising market, reinforcing its position as a leading Out-of-Home media operator in the Middle East.
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Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said: “The launch of BackLite KSA reflects 2PointZero Group’s strategy of building scalable platforms through strong operating businesses and high-quality partnerships. Saudi Arabia is central to our regional growth ambitions, and this partnership provides BackLite KSA with access to a portfolio of prominent destinations from the outset.”
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Hassan added: “By bringing together Multiply Media Group’s capabilities and Cenomi Centers’ market reach, we are establishing a strong foundation for BackLite KSA’s long-term expansion. The partnership strengthens 2PointZero’s media presence in the Kingdom and supports our broader ambition to build a connected and increasingly international media platform.”
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James Bicknell, Group Chief Executive Officer at Multiply Media Group, said: "Saudi Arabia is a strategic growth market for Multiply Media Group, and this partnership with Cenomi Centers marks an important milestone in our expansion. Through the launch of BackLite KSA, we are bringing our expertise in premium, technology-enabled Out-of-Home media to one of the region's most dynamic economies. Together, we are creating new opportunities for brands to engage audiences across some of Saudi Arabia's most prominent retail and lifestyle destinations while strengthening MMG's position as a leading media operator in the region."
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Alison Rehill‑Erguven, Chief Executive Officer of Cenomi Centers, highlighted: "At Cenomi Centers, we are focused on continuously enhancing the role our destinations play in people’s everyday lives. Integrating premium digital media into our environments is a natural extension of this, enabling more immersive, relevant and engaging experiences for our visitors. As we continue to evolve our portfolio into fully integrated lifestyle ecosystems, strategic partnerships such as our partnership with MMG play a key role in redefining how audiences connect with our spaces."
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Dennis Michael, Chief Business Development Officer at Cenomi Centers, said: "At Cenomi Centers, we are continually evolving our destinations to create greater value for our visitors, tenants and brand partners. This partnership with Multiply Media Group marks an important step in strengthening our retail media offering, bringing innovative, technology-enabled advertising solutions to some of Saudi Arabia's most prominent lifestyle destinations. By combining MMG's expertise in digital Out-of-Home media with our high-traffic retail environments, we are creating new opportunities for brands to engage audiences."

The partnership further reinforces Cenomi Centers' commitment to enhancing the experience offered across its destinations while unlocking innovative commercial opportunities for brand partners. By integrating advanced retail media solutions within its portfolio, Cenomi Centers continues to evolve its destinations into connected lifestyle ecosystems that deliver value for visitors, tenants and advertisers alike.

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• Study records 80% campaign recall, 95% intent to act and 68% uplift in

purchase intent post exposure.

• Findings confirm Sheikh Zayed Road as a high-performance brand

environment.

• Research establishes a structured evidence base for evaluating premium

Out-of-Home effectiveness in the UAE.

• Conducted in collaboration with Nielsen and Publicis Media Luxe, the

research evaluated how premium Out-of-Home placement aligns with

luxury brand lift.

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BackLite Media has released the findings of a new emotional impact and brand lift

study examining how premium Out-of-Home (OOH) platforms influence brand

perception, recall and behavioural intent.

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While OOH has traditionally been evaluated through reach and impressions, the study

was designed to explore a broader question: how does emotional response within

high-attention public environments contribute to measurable brand outcomes?

The campaign analysed was a jewellery Out-of-Home execution for a luxury brand,

displayed on BackLite Media’s premium digital landmark, The Dubai Gateway,

located on Sheikh Zayed Road in Dubai.

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Combining structured quantitative measurement with qualitative insight, the study

evaluated exposure, campaign recall, brand lift, and intent to act, while also capturing

how audiences perceived the creative execution within its surrounding environment.

Key findings include:

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• 80% campaign recall within seven days of exposure.

• 95% of respondents expressing intent to act.

• 68% uplift in purchase intent among those exposed.

Beyond awareness, the research indicates that emotional resonance, contextual

alignment, and environmental credibility play a significant role in shaping brand

confidence and behavioural consideration.

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Qualitative insight showed that respondents associated premium digital structures in

uncluttered, design-led environments with authority and trust - attributes particularly

relevant for luxury communication. Sheikh Zayed Road was perceived as contextually

aligned with affluent audiences, reinforcing how placement and environment influence

perception.

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Commenting on the findings, Ahmed Noureldin, Head Of Sales Of BackLite Media, said:

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“This study contributes to a more evolved understanding of Out-of-Home

effectiveness. By measuring emotional response alongside recall and intent, BackLite

Media is able to demonstrate how premium Out-of-Home platforms and creative

alignment can influence brand outcomes in a meaningful way.”

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Osman Junaid, Business Director - Strategy, at Publicis Media Luxe added:

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"The results from The Dubai Gateway research with BackLite Media demonstrate that

when premium placement meets the right environment, the impact goes far beyond

reach alone. High impact OOH on Sheikh Zayed Road delivers the authority and

aspiration that luxury brands require, and this study gives us further evidence to prove

it."

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This research reflects BackLite Media’s continued investment in structured

measurement and data-led insight, supported by Multiply Media Group’s broader

ecosystem across data, technology and advanced media capabilities.

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Leading premium DOOH operator BackLite UK has expanded its deluxe large-format outdoor advertising portfolio with the launch of The Knightsbridge, a revamped flagship installation located on the busy tunnel connecting London’s most affluent areas.

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The Piccadilly Underpass site, which sits alongside Hyde Park Corner, incorporates two new 2.8m x 14.4m screens, which between, them generate more than 3 million fortnightly impacts. Positioned on the eastbound and westbound approaches, the displays are visible to both vehicle and foot traffic moving around the high-end shopping and leisure destinations of Knightsbridge, Belgravia and Mayfair.

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The screen upgrade was aimed at enabling BackLite UK to incorporate The Knightsbridge, which is surrounded by renowned retail outlets such as Harrods and Harvey Nichols, into its most exclusive collection, the Landmark Series. Designed to appeal to upscale advertisers, this range also includes the iconic The Cube @ Flannels, the Shoreditch Stack and the Wandsworth Roundabout.  

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While BackLite UK now handles all media sales for the site, the assets are owned by Wildstone. The latter, the world’s largest owner of outdoor advertising infrastructure, secured a long-term licence for the underpass in a competitive tender process run by Westminster Council last year.  

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The Knightsbridge is one of more than 10 prime London locations included in an agreement struck last year between Wildstone and BackLite UK’s parent company, UAE-based Multiply Media Group (MMG). The companies have since begun a refurbishment programme of these super-premium assets, with the overhaul of the Hyde Park Corner site among the early priorities.

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Central to the site’s revamp was the installation of 1440 x 280-pixel digital screens, which were provided by leading LED manufacturer Daktronics. BackLite UK chose the US-based firm’s 10mm Outdoor Blue displays due to their high quality and contrast, strong sustainability features and industry-leading processing.  

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The premiumisation of the site has already led to a number of high-profile brands taking out advertising space, including Burberry, Club Med and Franck Muller.  

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Jack Fleming, Head of Sales at BackLite UK, said: “The Knightsbridge is a fantastic addition to our Landmark Series as it fits perfectly within our most prestigious range. There are very few OOH assets in the vicinity and certainly no others of this size and calibre. We quickly recognised the site was much more than an underpass and we worked closely with Wildstone to develop it into something that really stands out.”  

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Andrew Foster, Group Partnerships Director at Wildstone, said: “With its location in the heart of prime central London, we always believed this site was ideally suited to the premium end of the market. We were therefore really excited to secure BackLite UK as our media partner as its focus on luxury brand advertisers meant we were completely aligned on what the upgrade should entail. This is just one of a number of high-end refurbishments we’re carrying out in partnership with BackLite UK and given our success here, we’re excited to see what the future holds.”

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BackLite UK, a leading large-format digital out-of-home media company, has partnered with the world’s largest owner of outdoor advertising infrastructure, Wildstone, to complete a full transformation of the iconic Wandsworth Roundabout site.  

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The multi-screen Wandsworth structure was one of 13 prime OOH locations Wildstone acquired from Transport for London early last year and its revamp of the site is part of a wider refurbishment programme planned across all of these super-premium assets.  

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In July last year, it entered into a partnership that gave UAE-based Multiply Media Group (MMG) the exclusive right to operate 11 of these sites via its BackLite brand. MMG announced the formation of a UK subsidiary, BackLite UK, in November after acquiring London Lites and rolling that company’s 65 premium digital signs across central London into BackLite UK, along with the media sales contracts for the Wildstone-owned properties.  

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The companies are now working together to upgrade these sites to support BackLite UK’s ambition to become the UK’s leading platform for luxury brand advertisers, in line with the parent company’s client base in the UAE.  

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The UK’s luxury goods market is growing at a compound annual growth rate of more than 4%, according to Mordor Intelligence. The research firm predicts the market’s size will reach US$27.43 billion this year, rising to US$33.71 billion over the next five years.  

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Premium brands sitting within this market have increasingly been investing in DOOH campaigns in recent years and the renovation of the Wandsworth site was aimed largely at appealing to these brands. Franck Muller, David Morris and Tissot are among the brands already advertising on the site.  

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As well as a full refresh of the supporting structure, as part of BackLite UK’s premium specification, the refurbishment included the replacement of the site’s four digital screens. The new displays were provided by Daktronics UK and involved the first UK installation of the company’s Premium Outdoor 10mm LED technology product line. The screen upgrades incorporate Daktronics UK’s System Health feature, an enhanced diagnostics and monitoring solution that provides early warnings of any potential issues, ensuring consistent and flawless delivery.  

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BackLite has an established track record of working with the global Daktronics group across its wider international estate and the company’s premium display technology will also be rolled out to the other Wildstone sites being refurbished as part of the BackLite UK partnership.  

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James Bicknell, Group CEO at Multiply Media Group, said: “This upgrade reflects the strength of our partnership with Wildstone and our commitment to building the UK’s leading premium digital out-of-home platform. Wandsworth now operates at a true global standard, giving agencies and luxury brands an environment that matches their ambitions.”

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Andrew Foster, Group Partnerships Director at Wildstone, said: “This project demonstrates the collaborative nature of the relationship between MMG/BackLite UK and Wildstone, with the parties working together on the transformation of this highly recognisable site. With its position on a major arterial route in an affluent area of South-West London, the Wandsworth Roundabout site was always premium in terms of location. Following our upgrades, it’s now firmly premium in terms of infrastructure. We look forward to replicating this luxury revamp at our other sites that are operated by BackLite UK in the very near future.”

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Patrick Halliwell, Managing Director at Daktronics UK, said: “We’re delighted to be the chosen display partner for the landmark Wandsworth Roundabout location. We’re grateful to both BackLite UK and Wildstone for placing their trust in Daktronics and we’re looking forward to a long and fruitful partnership.”

BackLite Media, a leading Out-of-Home (OOH) media company across the UAE and the UK, has introduced The Helix, a connected digital Out-of-Home network designed to deliver scale with intent across Sheikh Zayed Road, one of Dubai’s most influential urban corridors.
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Sheikh Zayed Road defines how Dubai moves, a single stretch where business, culture, and everyday life intersect. The Helix has been designed to reflect this rhythm, creating a connected advertising platform aligned with the city’s movement.
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Spanning 12 kilometres from the World Trade Centre to the Mall of the Emirates, The Helix operates as a single, integrated network across four strategic locations and seven digital screens.
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Rather than functioning as isolated placements, each screen forms part of a cohesive system. Designed for scale and rooted in BackLite Media’s premium brand DNA, The Helix expands how brands can achieve visibility at scale along Sheikh Zayed Road.
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Ahmed Noureldin, Head of Sales at BackLite Media, said: “At BackLite Media, we understand the challenge brands face today. Truly premium locations at scale, particularly in landscape, are limited. The Helix was designed to address that reality, creating a connected system along Sheikh Zayed Road that delivers continuity and presence without compromising on quality or context.”
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Reaching over 65% of Dubai’s population, the network delivers an average of 60 million impressions per month, offering sustained visibility, with emphasis on precision, placement, and long-term value.
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The Helix reflects BackLite Media’s broader approach to premium digital Out-of-Home: city-first, audience-aware, and guided by design. It offers brands a platform where location and design define impact.

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At BackLite Media, we continue to build a global portfolio of premium digital Out-of-Home (DOOH) media, elevating brand campaigns through iconic, design-led advertising solutions in landmark locations. As part of this ongoing expansion, London Lites has officially rebranded as BackLite UK, aligning an established UK portfolio with the wider BackLite Media brand. 

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This rebrand reflects the transition of London Lites into a broader international Out-of-Home (OOH) group, reinforcing BackLite UK’s position as a leader in premium OOH media in the UK. Operating as part of a global framework, BackLite UK brings its large-format digital portfolio into the global spotlight while maintaining a clear focus on the UK market. 

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Built on the legacy of London Lites and strengthened by Multiply Media Group’s global ecosystem, BackLite UK embodies a commitment to design-led solutions, strategic placement, and future-ready execution.  

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With over 85 premium locations across London, BackLite UK represents one of the city’s leading large-format digital portfolios. These sites are strategically positioned within retail, cultural, and transport hubs, ensuring brands achieve meaningful visibility in London’s most active urban areas. 

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With the tagline “Desirable by Tomorrow,” this rebrand is more than a name change, it builds on a strong foundation while setting a clear direction for the future.  

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A network built for today and desirable by tomorrow. 

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·  Full ownership adds immediate scale in London’s premium DOOH market

·  Acquisition unlocks significant programmatic and operational synergies

·  Establishing MMG’s Backlite UK as one of London’s most premium digital Out-of-Home networks

Abu Dhabi, UAE; 26 November 2025: Multiply Media Group (MMG), a subsidiary of 2PointZero Group PJSC (formerly Multiply Group PJSC), today announced the full acquisition of London Lites, one of London’s leading digital Out-of-Home (DOOH) operators renowned for its landmark locations. This transaction marks a major milestone in MMG’s international expansion strategy, establishing an immediate and scaled presence in the UK’s high-growth digital outdoor market under the Backlite UK brand.

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London Lites brings a strong pure-digital portfolio, a renowned management team, and a robust growth pipeline across London and additional key UK cities. Its network comprises more than 65 premium digital signs across central London, including flagship sites such as The Cube @ Flannels Oxford Street, one of London’s most recognisable multi-panel digital landmarks.

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The UK DOOH market continues to expand, with programmatic revenue becoming an increasingly important driver of growth; BackLite UK is particularly well-positioned to benefit as MMG integrates data-driven monetisation and accelerates digital yield improvements. The acquisition also unlocks immediate operational synergies with MMG’s existing UK assets such as the 11 ultra-premium assets delivered by Wildstone, eliminating the need to build a standalone operational setup and providing instant access to a seasoned sales team, established infrastructure, and prime-location inventory. This strategic integration is expected to deliver meaningful cost efficiencies for MMG and support stronger EBITDA contribution.

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Commenting on the investment, Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said: “London Lites has built one of the most recognisable premium DOOH portfolios in the UK, combining exceptional locations with a team that understands how to operate and grow high-impact digital assets. Bringing London Lites fully into our portfolio allows us to accelerate market expansion, unlock programmatic potential, and strengthen our position in a market that is rapidly evolving. This investment gives us scale from day one and creates a compelling platform for long-term growth.”

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Backlite UK will now operate as one of London’s most premium DOOH networks enabling brands to activate contextually relevant, data-informed, and high-impact campaigns across the capital’s most visible and in-demand environments.

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James Bicknell, Group CEO at Multiply Media Group, added: “We are proud to add London Lites to our portfolio and introduce Backlite UK to the market. London Lites has long been recognised for the quality and impact of its assets. Bringing the network under MMG allows us to deliver greater value, scale, and service for brands operating in one of the world’s most dynamic and influential media environments.”

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Sam Dayeh, Founder of London Lites, added: “I’m incredibly proud of what London Lites has achieved, and even prouder to see it join a group that genuinely recognises its value. Multiply Media Group’s vision aligns perfectly with what we’ve built. At its core, London Lites has always been about its people; their talent, passion and commitment shaped the business, and I’m deeply grateful for their loyalty. Knowing they’ll have a strong and respected platform for future growth means a great deal. We’re excited to help drive this next chapter across the region.”

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With this acquisition, MMG reinforces its presence in the UK and deepens its position in the high-growth DOOH market. It marks an important milestone in the Group’s international expansion and underscores its commitment to building a global portfolio of premium Out-of-Home assets powered by technology, creativity, and clear strategic focus.

Whoop, the performance-focused wearable brand, recently launched its first Out-of-Home (OOH) campaign in the UAE, selecting BackLite Media’s high-impact platforms to raise brand visibility and connect with audiences in one of the region’s most influential media environments.
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The campaign creative featured elite athletes wearing the wearable device in dynamic, high-contrast visuals that communicated purpose at a glance. The visuals aligned naturally with our DOOH formats, designed for clarity and repetition in fast-moving, high-value environments. With seasonal shifts bringing audiences back outdoors and increased traffic following the summer period, roadside screens offer renewed relevance. For Whoop, this moment aligns a strategic GCC expansion, anchored by Cristiano Ronaldo as a global ambassador, making visibility in the UAE especially significant. Placement in Dubai positioned the brand at the centre by amplifying presence through context and location.
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This campaign reflects the growing trend of global brands using OOH in the UAE to activate their presence in the market. Whether entering for the first time or building on an existing footprint, brands are increasingly choosing digital Out-of-Home (DOOH) for visibility, market positioning, cultural relevance, and commercial growth. The recent Whoop campaign is a strong example, generating a projected +156 million impressions, underscoring how DOOH can deliver scale and measurable brand exposure.

Clarity, Context, and Impact

As part of Whoop’s regional launch strategy, we delivered immediate visibility and impact through strategic placements across our digital network - Jawhara and Digital Icons - located along Sheikh Zayed Road. These sites were selected to anchor Whoop’s presence in Dubai’s most prominent commercial corridor, where Out-of-Home (OOH) continues to play a central role in brand-building for companies entering or expanding within the UAE.

This alignment between creative and context is essential to how we approach targeted campaigns. Our placements along Sheikh Zayed Road offer unmissable visibility, but more than that, they provide a structured OOH advertising experience where brand messaging is repeated, reinforced, and remembered.

A Platform for Global Ambition

Desirability continues to shape how global brands approach media in the UAE. OOH plays a strategic role beyond awareness by supporting objectives like market entry, credibility-building, and campaign performance. In this case, Whoop’s activation reflects a wider pattern we’re seeing across our network: brands looking to establish themselves quickly, and relying on OOH as a trusted medium for visibility and scale.

At BackLite, we recognise how global brands increasingly turn to DOOH to cut through complexity and deliver messaging at scale. For Whoop, a data-driven brand rooted in precision and performance, the move into Out-of-Home in the UAE signals a broader shift toward formats that are measurable, context-aware, and designed for audience connection. Our role is to enable this kind of ambition through data-led planning, considered location selection, and a network engineered for relevance. Every media platform  is placed with purpose, built to deliver visibility and impact for brands that expect more from the channel.

Out-of-Home UAE, Evolving by Design

For BackLite, this campaign reinforces our role in a fast-changing market. The UAE is a gateway for many global brands, and OOH, when planned and executed with purpose and strategy, continues to be a trusted channel for brand-building at launch and beyond.

Our network of premium DOOH delivers visibility in the right places, at the right time, and to the right audience. With growing demand across categories like lifestyle, technology, automotive, and wellness, we’re seeing more brands follow a similar path to Whoop - choosing OOH as a high-value entry point to a region rich with opportunity.

Looking Ahead

The Whoop OOH campaign, Worn by the Best, is a clear example of how today’s most ambitious brands are leveraging DOOH for awareness, presence, authority, and engagement. Our role is to support that through a platform that delivers consistently across visibility, performance, and long-term value.

As we continue to grow our network and partner with global brands, we remain focused on building a premium OOH advertising experience that reflects the expectations of a connected, design-conscious, and data-aware media landscape.

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In the UAE, Back to School is one of the most commercially significant periods of the year. As families prepare for a new academic term, consumer spending surges across categories including stationery, electronics, fashion and food. For brands, this short, high-intensity window offers a valuable opportunity to connect with audiences who are actively making purchase decisions.
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A Season of High Consumer Spend

Recent data shows the scale of the season’s commercial impact:

• In Q3 2024, UAE consumer spending rose to USD 3.7 billion, with Back to School shopping playing a significant role in the seasonal boost. (Economy Middle East)

The Competition for Consumer Attention

With so many categories active at once, including food delivery, fashion, education and technology, the competition for attention during Back to School is significant. Campaigns must be visible and contextually relevant to engage audiences.
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OOH in Action: Campaign Highlights

This year, BackLite Media’s network features a range of impactful Back to School campaigns in Dubai and Abu Dhabi, each tapping into the season’s themes of preparation, family and new beginnings. Some of these include:

• Talabat – “Back to the Juggle”
  Playful and relatable, this campaign speaks to the reality of parents balancing work, family, and school routines.
  
• Geox
  Showcasing stylish, comfortable footwear designed for busy school days and active family life.
  
• University of Birmingham Dubai
  Inspiring students and parents to plan ahead for higher education and embrace new academic opportunities.

These campaigns are visible on roadside billboards and high-impact mall screens in leading shopping destinations. This positions brands directly in front of families as they shop for school supplies, accessories, and tech devices - reinforcing messaging right at the point of purchase.

From school bags to family moments, the shared visual cues across all formats capture the essence of “being back,” making the campaigns instantly relatable.
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Why OOH Cuts Through the Noise

• Capturing High-Intent Moments – School runs, mall visits, and community trips are prime times for influencing purchase decisions.
  
• Builds Frequency Quickly – High exposure in a short time frame ensures brand recall during critical buying weeks.
  
• Integrates with Digital – Digital OOH allows messaging to adapt in real time from morning supply reminders to evening meal offers.

At the Heart of Back to School

Back to School is a peak moment in the UAE’s calendar, and OOH keeps brands at the forefront throughout the season, aligning messages with the journeys, routines, and decision moments that matter most to families.

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