BackLite UK, a leading premium digital out-of-home (DOOH) media company and part of Multiply Media Group (MMG), has announced the upgrade of its Landscape Gallery portfolio.

The Landscape Gallery is a portfolio of eight high-quality, high-resolution LED technology large-format digital screens positioned in prime London gateways and dominant commuter routes in London.

Central to the portfolio’s revamp is the installation of 1440 x 280-pixel digital screens, 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.  

The upgrades were delivered in partnership with the sites' owner, Wildstone, the world's largest outdoor media infrastructure company.

Screens in the portfolio include Leytonstone Panoramic, Euston Underpass, Sun in the Sands (Greenwich), Trinity Way (Wandsworth), Malden Way (Merton), Parkway Heathrow, Western Gateway (Ealing), and Wembley Way – all of which are used by luxury brand advertisers and attract 4.5 million impacts fortnightly.  

The upgrades come at a time when OOH advertising is delivering a far greater ROI for luxury brands than any other advertising channel, with research by econometrics agency Independent Marketing Sciences (IMS) in April finding OOH delivers an average ROI of 12.8x for luxury brands.  

Jack Fleming, Head of Sales at BackLite UK, said:  

“This upgrade reinforces our commitment to providing a DOOH platform for luxury brands. Across some of London’s most prominent locations, the Landscape Gallery now offers a world-class advertising environment designed to meet the aspirations of leading agencies and their clients.”  

Andrew Foster, Group Partnerships Director at Wildstone, said:

"We're proud to have upgraded these super-premium London sites in partnership with BackLite UK. It's great to see them shine as part of the Landscape Gallery, and this investment reflects our vision to elevate the standards of urban DOOH architecture across prime London locations."

Leading premium OOH operator BackLite UK, a subsidiary of Multiply Media Group (MMG), has expanded its premium large-format outdoor Landmark Series portfolio with the addition of Chiswick Towers, two iconic advertising structures located on one of the main routes linking London and Heathrow Airport.

The 23-metre tall towers, which sit either side of the Chiswick flyover on the M4 and are visible on east and west-bound approaches, are equipped with double-sided 768 x 1008 pixel next-generation LED screens, which between them reach 9 million road users a month and 1.8 million fortnightly impacts.

The premium assets will be incorporated into BackLite’s Landmark Series – its most exclusive portfolio of screens in prime London locations designed to appeal to high-end advertisers at a time when OOH advertising is delivering a better ROI than any other advertising channel for luxury brands, according to data from the econometrics firm Independent Marketing Sciences (IMS). Other assets in the series include The Knightsbridge, The Cube @ Flannels, the Shoreditch Stack and the Wandsworth Roundabout.  

While BackLite UK will handle all media sales for the site, the physical assets are owned by Wildstone, the world’s largest owner of outdoor advertising infrastructure.

Eurotunnel LeShuttle and Oura have been revealed as the first brands to advertise at the site.

David Peters, Head of Specialist & Agency at BackLite UK, said: “Chiswick Towers deliver exceptional visibility among commuters, business travellers and international visitors between Heathrow and central London, and we are already seeing high-profile brands take advantage of that reach. Their addition marks another important milestone in BackLite UK’s continued investment in and expansion of its Landmark Series across prime London locations.”

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.

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.

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.  

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.  

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.

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.  

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.  

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.”  

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.”

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.  

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.  

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.  

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.  

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.  

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.  

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.  

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.  

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.”

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.”

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.”

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. 

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. 

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.  

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. 

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.  

A network built for today and desirable by tomorrow. 

·  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.

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.

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.

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.”

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.

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.”

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.”

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.

The third edition of SpotLite brings together the voices, ideas and campaigns shaping the next chapter of Out-of-Home (OOH) media. Built around the theme of creativity and innovation, this issue reflects BackLite Media’s - a subsidiary of Multiply Media Group (MMG) - commitment to lead with purpose, insight and design.

In an era where the media landscape is evolving faster than ever, SpotLite 3.0 provides both perspective and direction. With a range of insightful pieces from thought leaders in the industry, from programmatic digital OOH and AI-led content management, to neuromarketing, sustainability, and luxury storytelling, SpotLite 3.0 offers a wide lens on what truly matters to our industry. Campaign highlights from brands like Dior and BMW sit alongside in-depth features on our Landmark Series and the launch of The Oryx.

From high-traffic corridors like Sheikh Zayed Road in Dubai, to curated digital networks in premium malls in the UAE, every placement is an opportunity to connect with purpose and precision. This issue invites advertisers, agencies, and brands to explore how OOH can create a more meaningful impact at every touchpoint of a consumer journey.

SpotLite 3.0 continues that ambition, reflecting how we see the future of OOH especially with the launch of MMG – backed by scale, driven by technology, and built for what’s next.

Multiply Media Group (MMG), a media powerhouse focused on strategic growth and meaningful brand engagement, has announced a strategic landmark long-term partnership with Wildstone, one of the world’s largest owners of outdoor media infrastructure with a portfolio of over 5,400 panels.

This partnership gives MMG, a subsidiary of the Abu Dhabi-based investment holding company Multiply Group (ADX: MULTIPLY), exclusive rights to manage and operate a portfolio of premium digital Out-of-Home (DOOH) sites in central London - marking a significant step in the group’s strategy to create a borderless, tech-enabled media powerhouse. These assets will be commercialised and operated by BackLite Media, a subsidiary of MMG.

Speaking on the announcement, Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, said:  Expanding into the UK marks a pivotal step in MMG’s global growth journey. Our partnership with Wildstone is a key enabler of that ambition, providing us with immediate scale. Positioned as a strategic launchpad into international media markets, London offers the ideal setting for us to deliver meaningful brand experiences across one of the world’s most iconic urban landscapes.”

The first operational asset taken over is the Wandsworth Roundabout, which was among 13 high-traffic sites acquired by Wildstone from Transport for London (TfL) earlier this year. The site features four large-format digital screens and is situated on one of London’s busiest junctions, with bi-weekly impacts of 6.2 million.

James Bicknell, Group CEO of Multiply Media Group, said: “At MMG, our mission is to shape a future-ready media group rooted in regional strength and global ambition. Partnering with Wildstone deepens our presence in a mature, high-impact market and extends Backlite’s premium inventory beyond the UAE. Through MMG, we are embracing the evolving media landscape that powers dynamic and impactful campaigns — and this collaboration marks an important step in delivering on that promise at a global scale. ”

Damian Cox, Global CEO and Founding Partner of Wildstone, said: “We are excited to partner with MMG as they bring their forward-thinking approach to London’s DOOH market. This collaboration reflects our vision to elevate the standards of urban media infrastructure and help deliver more impactful DOOH campaigns for advertisers across London.”

Multiply Media Group was officially launched in June 2025, uniting three of the UAE’s market-leading out-of-home (OOH) companies - BackLite Media, Viola Media and Media 247 - under a single, tech-enabled media powerhouse headquartered in the UAE. The launch took place at the World Out of Home Organization (WOO) Annual Congress in Mexico City and was marked by a bold global DOOH takeover that illuminated cities and screens worldwide with MMG’s presence. This international move into London marks MMG’s first major expansion beyond the Middle East, reflecting Multiply Group’s global growth strategy. With a market cap of over $7.2 billion, Multiply Group continues to build scale and impact across its verticals through disciplined, future-facing investments.

With London as a strategic gateway into Europe, MMG is actively exploring further market entries in other global cities. This expansion sets the stage for new acquisitions, partnerships, and investments that align with MMG’s mandate to reshape the media sector through scale and forward-looking strategies. MMG will continue to invest in high-potential media assets, catalyse growth through technology and create value-driven synergies across its global portfolio.

● Multiply Media Group (MMG) combines BackLite Media, Viola Media and Media 247 to operate one of the UAE’s largest and most premium outdoor portfolios with 3,000 units

‍● Newly consolidated media group will serve as a launchpad to capture regional and global opportunities in the media sector, including Saudi Arabia, the UK, Europe and the U.S.

‍● MMG to redefine the region’s media landscape through innovation, scale and strategic partnerships

‍● MMG launched at World Out of Home Organization (WOO) Annual Congress in Mexico City‍

‍Abu Dhabi, UAE; 06 June 2025: Multiply Group (ADX: MULTIPLY), the Abu Dhabi-based investment holding company, today launches Multiply Media Group (MMG), uniting the three market-leading out-of-home (OOH) companies under its portfolio to create a new media powerhouse headquartered in the UAE. The combination of BackLite Media, Viola Media and Media 247 under Multiply Media Group represents a significant move that will shape the future of tech-enabled media in the UAE and beyond.

Samia Bouazza, GCEO and Managing Director of Multiply Group, said: “The launch of Multiply Media Group represents the most significant media consolidations in the UAE. By bringing together market-leading media assets under a single AI & tech-driven group, we are reinforcing our commitment to long-term value creation and shareholder returns. MMG lays a strong foundation for our global ambitions and forward-looking investment strategy.”

MMG was launched at the World Out of Home Organization (WOO) Annual Congress in Mexico City, and simultaneously it lit up the world through a global takeover across key DOOH media, illuminating cities and screens worldwide with its bold presence. The move reflects the global expansion of Multiply Group, the $7.2 billion holding company, which is part of IHC, the most valuable holding company in the Middle East with a market cap of over $240 billion. The newly consolidated group will serve as a launchpad to capture regional and international opportunities arising in the media sector through MMG portfolio businesses.

MMG will drive performance and innovation across the OOH media sector, reshaping the UAE’s media landscape through scale, AI, and strategic partnerships. To achieve its mission, MMG will invest in high-potential media assets, catalyse growth with innovation and create synergies across its portfolio through strategic investments.

Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, said: “For several years, Multiply Group’s ambitious growth strategy for the media sector has taken us from an integrated portfolio of three industry leaders to a media powerhouse with vast potential to redefine the entire regional media landscape in ways that will bring immediate impact and long-term value for clients. Through MMG, we stand ready to embrace the emerging trends in our industry, particularly the transformative role of AI, and we will continually look to invest in technologies that enable us to create dynamic and innovative campaigns.”

The scale of MMG includes 3,000 advertising units across the UAE, including 75+ premium assets on Dubai’s Sheikh Zayed Road, which are backed by long-term partnership agreements with the Road and Transport Authority (RTA) (Mada Media) in Dubai and The Department of Municipalities & Transport (DMT) in Abu Dhabi.

James Bicknell, CEO of Multiply Media Group, said: “Multiply Media Group launches as a transformative force in out of home media — a powerhouse that unites some of the region’s most strategic media assets under one bold vision. With MMG, we are not simply scaling up — we are scaling intelligently. Our mandate is clear: deliver context at scale, and reach audiences where it truly matters, when it matters most. MMG is engineered to be agile, data-led, and deeply integrated, enabling our clients to engage audiences with greater relevance, responsiveness, and resonance than ever before. This is more than media — it’s momentum.”

The launch of MMG follows a recent strategic agreement between Multiply Group’s media vertical and Al Arabia, Arabian Contracting Services Company (Al Arabia) to create a joint venture (JV) to invest in the global out-of-home (OOH) advertising sector. Multiply Group, also announced a recent Memorandum of Understanding (MoU) with Saudi Media Company (SMC) – with these two strategic moves underscoring the global expansion potential of Multiply’s portfolio brands.

Multiply Group’s other media holdings include Yieldmo, a contextual mobile ads platform, and Firefly, North America’s leading digital Taxi-Top company. The group completed the acquisition of Viola Communications, a marketing and communications firm, in 2021.