Abu Dhabi-based Multiply Media Group (MMG), a subsidiary of 2PointZero Group, on Wednesday acquired 100 percent of UK digital out-of-home (DOOH) operator London Lites, offering the firm full ownership of one of the capital’s most prominent DOOH portfolios and rapidly monitoring its growth in the market.
The agreement enables MMG’s Backlite UK as a premium digital outdoor network in London, providing scale in a sector where programmatic acquiring and data-driven ad delivery have been central to growth.
Presently, London Lites operates more than 65 digital sites throughout central London, such as The Cube at Flannels Oxford Street, and it provides an established management team and pipeline growth.
MMG stated that the acquisition would enable to allow programmatic monetisation, increase digital yield, and attain operational functions by integrating London Lites with current UK assets such as the 11 ultra-premium sites developed by Wildstone.
The company projects the consolidation to advance cost structure by detaching the requirement of a standalone operational set-up, at the same time offering access to local sales capability and infrastructure.
Head of Media and Communications Vertical at 2PointZero Group, Jawad Hassan, stated that “London Lites has built one of the most recognisable premium DOOH portfolios in the UK. 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.”
CEO of MMG Group, James Bicknell, added that the drive helps Backlite UK’s ability to provide brands “greater value, scale and service” in one of the world’s most competitive media markets.
Owner and Founder of London Lites, Sam Dayeh, reported that joining the company gives the business a “strong and respected platform for future growth” and credited the team’s work in organizing the network.
The transaction provides a roadmap of MMG’s in the UK and supports its strategies to construct a global DOOH portfolio supported by technology and creative delivery.
