Backlite UK Gets Big Boost Through London Lites Deal

Multiply Media Group, a subsidiary of 2PointZero Group PJSC, has completed the full acquisition of London Lites, one of London’s leading digital out-of-home operators, bringing more than 65 premium digital screens under its control and positioning its newly formed Backlite UK entity as a major player in the UK’s DOOH market. The deal grants MMG an immediate, large-scale footprint in central London, including high-profile sites such as The Cube at Flannels on Oxford Street.

London Lites has earned recognition for its pure-digital portfolio and landmark locations across central London, and the acquisition gives MMG not only valuable physical assets but also an experienced management team and a growth pipeline across London and other key UK cities. MMG expects to integrate London Lites with its existing UK assets—including 11 ultra-premium locations previously managed through a partnership with Wildstone—achieving operational synergies without the need to build a standalone local presence. This consolidation is projected to drive cost efficiencies and strengthen earnings before interest, taxes, depreciation, and amortisation.

Leaders at MMG emphasized the strategic value of the move, noting that combining London Lites with Backlite UK will enable data-driven monetisation, greater yield management, and enhanced offerings for advertisers. Jawad Hassan, head of the media and communications division at 2PointZero Group, described the acquisition as a way to “accelerate market expansion, unlock programmatic potential and strengthen our position in a market that is rapidly evolving.” Group CEO James Bicknell added that bringing London Lites into MMG’s portfolio allows the company to deliver “greater value, scale and service” for brands seeking presence in one of the world’s most dynamic media environments.

London Lites’ founder, Sam Dayeh, spoke positively about the transition, highlighting that the company’s success has been built on the strength and dedication of its team. He expressed confidence that the network will flourish under MMG’s broader platform, and welcomed the chance to leverage Backlite UK’s reach for future growth.

The acquisition signals a broader push by MMG to expand globally beyond its established presence in the Middle East. Earlier this year, MMG launched as a unified media group combining several OOH players—Backlite Media, Viola Media and Media 247—marking its ambition to become a global DOOH powerhouse. Entry into the UK through both the Wildstone partnership and now full acquisition of London Lites underscores MMG’s intent to build a company capable of operating high-impact advertising networks across continents.

With digital outdoor advertising increasingly shifting toward programmatic trading and data-driven campaigns, Backlite UK appears well-positioned to offer advertisers contextually relevant, high-visibility campaigns in prime London locations. The consolidation may also intensify competition in the UK DOOH market, where legacy operators manage large transit and billboard networks. Brands and media buyers may view the expanded Backlite UK network as an attractive alternative to traditional outdoor advertising models.