Dubai-based Multiply Media Group - widely recognized in the Out-of-Home industry through its flagship brand Backlite Media - acquires UK-based London Lites, a premium digital billboard operator, and adds 65 digital billboards to its UK network.
DooH: Backlite Media Acquires London Lites
MMG, a subsidiary of 2PointZero Group PJSC, is one of the largest OoH players in the UAE alongside JC Decaux. While the MMG corporate brand remains relatively low-profile, its subsidiaries – Backlite Media, Media 247, and Abu Dhabi’s Viola Media – are well-known across the region. With the acquisition of London Lites, MMG adds 65 premium digital screens to its UK portfolio, complementing the 11 ultra-premium assets that MMG operates for the owner Wildstone.
The newly acquired network will be rebranded as Backlite UK, positioning MMG as a big player in London’s high-impact DooH landscape.
London Lites: a digital-only network
London Lites brings a digital-only portfolio, a seasoned management team, and a strong growth pipeline across London and other key UK cities. Its assets include some of the capital’s most iconic locations, such as The Cube @ Flannels Oxford Street, a multi-panel digital landmark that ranks among London’s most recognizable DooH sites.
The London metropolitan area accounts for approximately 80% of the UK’s national DooH revenue, dominated by transit networks from Global and JC Decaux, alongside roadside billboards and landmark screens like Ocean Outdoor’s Piccadilly Lights. This acquisition gives MMG a foothold in one of the most lucrative and competitive markets globally.
The UK DooH market continues to grow rapidly, driven by programmatic trading and data-driven targeting. MMG expects the integration of London Lites with its existing UK assets to unlock operational synergies, deliver cost efficiencies, and strengthen EBITDA contributions. The combined network will enable brands to activate contextually relevant, data-informed campaigns across London’s most visible and in-demand environments.
