Multiply Media Group (MMG), part of the newly rebranded 2PointZero Group PJSC, has completed its full acquisition of London Lites—one of the UK’s most recognisable premium DOOH operators. The deal gives MMG immediate scale in one of the world’s most valuable outdoor advertising markets and formalizes the launch of Backlite UK as the company’s new brand presence across the region.

The acquisition marks a major step forward in MMG’s international strategy as the DOOH landscape evolves through premium inventory, automation, and data-driven buying. With advertisers demanding more measurable, high-impact formats, this move positions MMG to compete more aggressively with established UK players.

A Powerful DOOH Portfolio From Day One

London Lites brings more than 65 digital screens to the table, including flagship sites like The Cube @ Flannels on Oxford Street—a highly sought-after location for global brands. These assets immediately strengthen MMG’s existing network of 11 ultra-premium UK sites.

The combined portfolio delivers instant synergies: deeper market coverage, shared infrastructure, operational efficiency, and access to London Lites’ established sales expertise. It also positions MMG to accelerate programmatic DOOH initiatives, an area gaining traction as brands shift budgets into automated outdoor buying.

Jawad Hassan, who leads the Media and Communications Vertical at 2PointZero Group, called the acquisition a foundation for rapid expansion in a market undergoing “high-impact digital evolution.” He noted that integrating London Lites creates a scalable platform with strong long-term potential.

Backlite UK Enters the Market

Following the completion of the acquisition, MMG has formally introduced Backlite UK—a brand that aims to bring increased value, scale, and service to advertisers. The move consolidates London Lites’ reputation for high-quality assets under a unified commercial strategy.

James Bicknell, Group CEO at MMG, emphasized that London Lites’ legacy and premium inventory gave the company a compelling launchpad. Operating as Backlite UK, MMG plans to elevate the brand experience for advertisers seeking maximum visibility in a fast-moving market.

A Legacy Continued Under a Larger Vision

London Lites Founder Sam Dayeh highlighted the significance of the transition, noting that the company’s success was shaped by the talent and dedication of its team. Joining MMG ensures wider opportunities and sustained investment in growth.

With DOOH demand rising, London Lites’ integration gives MMG strategic momentum. The DOOH sector continues to be driven by richer creative formats, evolving measurement standards, and increased programmatic adoption. MMG’s move underscores the competitive importance of scale and premium placement as global brands seek out high-impact environments.

Strengthening MMG’s Global DOOH Strategy

By expanding into the UK with a substantial portfolio, MMG deepens its position in a high-growth category that blends creativity with advanced technology. The acquisition strengthens its global footprint and aligns with its broader goal of building a diversified premium OOH network powered by innovation.

As advertisers push for smarter, data-enhanced outdoor capabilities, MMG’s move puts it in a strong position to meet rising expectations and shape the next phase of DOOH evolution.