Multiply Media Group Completes Acquisition Of London Lites To Strengthen UK Digital Out-of-Home Market Position

Multiply Media Group (MMG), a part of 2PointZero Group PJSC, has completed the acquisition of London Lites, a prominent digital Out-of-Home (DOOH) operator in London. This move is significant for MMG's global growth strategy, establishing a strong presence in the UK's expanding digital outdoor market under the Backlite UK brand.

The acquisition of London Lites offers immediate operational synergies with MMG's existing UK assets, including 11 ultra-premium sites from Wildstone. This integration eliminates the need for a separate operational setup, providing access to an experienced sales team and prime-location inventory. The strategic move is expected to enhance cost efficiencies and support stronger EBITDA contributions for MMG.

London Lites boasts a robust digital portfolio with over 65 premium signs across central London, including iconic sites like The Cube at Flannels Oxford Street. The UK DOOH market is growing, with programmatic revenue playing a crucial role. BackLite UK is well-positioned to leverage data-driven monetisation and improve digital yield as part of this expansion.

Jawad Hassan, Head of Media and Communications at 2PointZero Group, stated, "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." He emphasised that integrating London Lites into their portfolio accelerates market expansion and strengthens their position in an evolving market.

James Bicknell, CEO of Multiply Media Group, expressed pride in adding London Lites to their portfolio. He noted that incorporating this network under MMG enhances value, scale, and service for brands in one of the world's most dynamic media environments. This acquisition allows Backlite UK to operate as a leading DOOH network in London.

Founder's Reflections on Joining MMG

Sam Dayeh, Founder of London Lites, shared his pride in what the company has achieved and its alignment with Multiply Media Group’s vision. He highlighted that London Lites' success is rooted in its talented team and expressed gratitude for their dedication. Dayeh is optimistic about the future growth opportunities provided by joining MMG.

This acquisition reinforces MMG's commitment to expanding its presence in the high-growth DOOH market in the UK. It marks an important step in their international expansion efforts and highlights their focus on building a global portfolio of premium Out-of-Home assets driven by technology and creativity.

With inputs from WAM