Abu Dhabi’s Multiply Group acquires BackLite Media to strengthen media, communications vertical

This strategic move is part of Multiply Group’s broader strategy to strengthen its Media and Communications vertical and establish a strong foothold in the growing Out-of-home (OOH) advertising space.

The acquisition includes all operational entities of BackLite Media, which has emerged as a leading media company in the UAE.

“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,” Samia Bouazza, Group CEO and Managing Director of Multiply Group said.

With 86 percent digital and 14 percent static advertising solutions in its portfolio, BackLite Media has secured prime advertising locations through notable partnerships, including with the Roads and Transport Authority (RTA).

These locations include The Landmark Series along the iconic Sheikh Zayed Road, as well as high-profile malls, destinations, and cinema advertising venues such as The Galleria Mall, Al Qana, and Dubai Festival City.

This strategic acquisition complements Multiply Group’s existing portfolio, which includes Media 247 and Viola Communications.

It reflects the Group’s commitment to investing in profitable enterprises and creating synergies. By entering the DOOH advertising sector, Multiply Group aligns itself with market trends and future growth opportunities.

Bengt Bendeus, Founder and Chairman of BackLite Media, also emphasised the significance of this acquisition and said: “The journey of BackLite has been one of constant innovation in the UAE’s OOH advertising space. This acquisition by Multiply Group is a pivotal milestone, enhancing our capabilities and contributing significantly to the evolution of the advertising landscape of the UAE and beyond.”

BackLite Media had previously partnered with multiple Programmatic platforms, including Place Exchange, AdForm, Hivestack, Vistar, and Google DV360, to accelerate the programmatic transformation of DOOH in the UAE.

This partnership provided increased opportunities for DOOH to be included in omnichannel marketing strategies.

Jawad Hassan, Head of the Media and Communications vertical at Multiply Group, highlighted BackLite’s market presence, prime locations, and exceptional team, and said: “OOH advertising has evolved rapidly in the last few years in the UAE 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.”

Echoing the sentiment, 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.”