Multiply Group, an Abu Dhabi-based holding company, has acquired 100% of BackLite Media, a leading Digital Out-Of-Home (DOOH) advertising company with assets in iconic locations in the UAE and projected revenues of AED 232 million in 2023, in a strategic move to increase its presence in the growing Out of Home (OOH) advertising market. The acquisition, which includes all of BackLite Media’s operational businesses, is a significant development in Multiply Group’s larger plan to strengthen and unite its media vertical.
BackLited Media is one of the top media companies in the United Arab Emirates. It has a portfolio that includes 86% digital and 14% static advertising solutions. BackLite Media has secured prominent advertising locations. These include The Landmark Series along the famous Sheikh Zayed Road. Furthermore, it encompasses well-known malls, tourist attractions, and movie theaters like the Galleria Mall, Al Qana, Dubai Festival City, and more. This is possible through noteworthy partnerships, such as with the Roads and Transport Authority (RTA). With its wide audience, BackLite Media is positioned as a major player in the UAE media market.
The acquisition emphasizes Multiply Group’s commitment to investing in successful businesses and fostering synergies. At the same time, it reflects perfectly completing the group’s current portfolio. It also includes Media 247 and Viola Communications. The Group’s calculated move into DOOH advertising is in line with current market trends and potential future expansion.
BackLite Media accelerated the programmatic transformation of DOOH in the UAE earlier this year. It partnered with multiple programmatic platforms, such as Place Exchange, AdForm, Hivestack, Vistar, and Google DV360. This increased the opportunities for DOOH to be incorporated into omnichannel marketing strategies. The acquisition has the potential to revolutionize the DOOH sector. It will bring cutting-edge and significant advertising solutions to the UAE and other regions.
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Samia Bouazza, Group CEO and Managing Director of Multiply Group, said,
“The full acquisition of BackLite Media is another strategic milestone in our journey to build an integrated multi-brand media powerhouse. This expansion underpins our commitment to driving shareholder value by creating long-term growth and further strengthening Multiply Media’s valuation as we continue readying the vertical for its eventual listing.”
Bengt Bendeus, Founder and Chairman of BackLite Media, noted
“We are pleased for the acquisition by Multiply Group, reflecting on the journey of BackLite from its founding in 1996 to becoming a key player in the UAE’s outdoor advertising sector. This success reflects persistent innovation, determination, and strong leadership from Dubai, RTA and Dubai Municipality. The acquisition marks a significant milestone, expected to enrich the business and advance the advertising landscape in the UAE and beyond.”
Jawad Hassan, Head of the Media and Communications vertical at Multiply Group, stated
“OOH advertising has evolved rapidly in the last few years in the UAE with a CAGR of 16% between 2020 to 2023, and BackLite has been at the very forefront, capitalizing on this growth. We believe that this acquisition will unlock immense value for Multiply Media as we continue consolidating premium media assets across the OOH sector. With BackLite’s robust market presence, prime locations, and exceptional team, together; we will deliver innovative and impactful advertising solutions in the UAE and beyond.”
Muhannad Al Ashram, Executive Director of BackLite Media, said,
“With the acquisition of BackLite Media by Multiply Group, we are witnessing a strategic alignment that is key to shaping the future of digital out-of-home advertising,”
James Bicknell, CEO of BackLite Media, added,
“This impending partnership with Multiply Group opens a new chapter for BackLite Media. We are thrilled to expand our capabilities and continue to lead in the DOOH advertising space with enhanced reach and resources.”
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