Abu Dhabi-based Multiply Media Group (MMG), a subsidiary of 2PointZero Group PJSC, has announced the full acquisition of London Lites, one of London’s foremost digital Out-of-Home (DOOH) operators. The transaction marks a significant milestone in MMG’s international expansion strategy, establishing an immediate and scaled presence in the UK’s high-growth digital outdoor market under the newly formed Backlite UK brand.
A Strategic Entry Into The UK Market
The acquisition provides MMG with a robust platform for growth in the UK. London Lites brings a strong pure-digital portfolio, an experienced management team, and a solid growth pipeline that extends beyond London into other key UK cities. This move allows MMG to immediately tap into the expanding UK DOOH market, where programmatic revenue is becoming a critical driver of growth.
The new entity, Backlite UK, is positioned to become one of London’s most premium DOOH networks, enabling brands to launch contextually relevant, data-informed, and high-impact campaigns across the capital’s most desirable locations.
Leveraging A Premium Digital Portfolio
London Lites’ network consists of more than 65 premium digital signs strategically located across central London. Among its portfolio is the flagship site, The Cube at Flannels Oxford Street, which stands as one of the city’s most recognizable multi-panel digital landmarks.
This acquisition also unlocks immediate operational synergies with MMG’s existing UK assets, such as the 11 ultra-premium sites delivered by Wildstone. This integration eliminates the need for a standalone operational setup, providing instant access to a seasoned sales team, established infrastructure, and prime-location inventory, which is expected to deliver significant cost efficiencies and boost EBITDA contribution.
Leadership On The Expansion
Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, highlighted the strategic value of the deal. “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.”
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, expressed his pride in the company’s journey and its future with MMG. “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. We’re excited to help drive this next chapter across the region.”
About Multiply Media Group
Multiply Media Group (MMG) is the media and communications arm of Abu Dhabi’s 2PointZero Group PJSC. The group is focused on building a global portfolio of premium Out-of-Home (OOH) assets, driven by technology, creativity, and a clear strategic focus on high-growth markets.
Source: WAM
