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Abu Dhabi-based Multiply Media Group (MMG), a subsidiary of 2PointZero Group, has acquired 100 per cent of UK digital out-of-home operator London Lites, giving the company full ownership of one of the capital’s most prominent DOOH portfolios and fast-tracking its expansion in the market, it said on Wednesday.
The deal positions MMG’s Backlite UK as a premium digital outdoor network in London, adding scale in a sector where programmatic buying and data-driven ad delivery are becoming central to growth.
London Lites currently operates more than 65 digital sites across central London, including The Cube at Flannels Oxford Street, and brings with it an established management team and expansion pipeline.
Multiply Media Group expects the consolidation to improve its cost structure
MMG said the acquisition would allow it to integrate programmatic monetisation, boost digital yield, and achieve operational efficiencies by combining London Lites with existing UK assets such as the 11 ultra-premium sites developed by Wildstone.
The group expects the consolidation to improve cost structure by removing the need for a standalone operational set-up while providing access to local sales capability and infrastructure.
“London Lites has built one of the most recognisable premium DOOH portfolios in the UK,” said Jawad Hassan, head of Media and Communications at 2PointZero Group. “Bringing it fully into our portfolio allows us to accelerate market expansion, unlock programmatic potential and strengthen our position in a market that is rapidly evolving.”
MMG Group CEO James Bicknell said the move strengthens Backlite UK’s ability to offer brands “greater value, scale and service” in one of the world’s most competitive media markets.
London Lites founder Sam Dayeh said joining the group gives the business a “strong and respected platform for future growth” and credited the team’s work in shaping the network.
The transaction deepens MMG’s footprint in the UK and supports its plan to build a global DOOH portfolio backed by technology and creative delivery.
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