Today's Edition
ABU DHABI (ALETIHAD)
Multiply Media Group (MMG), the UAE-headquartered out-of-home media company and a subsidiary of 2PointZero Group, has announced its expansion into Saudi Arabia through a strategic partnership with Cenomi Centers.
The partnership will establish BackLite KSA, MMG’s operating company in the Kingdom, which will manage and commercialise a premium digital out-of-home advertising network across leading retail and lifestyle destinations in Riyadh and Jeddah, according to a statement.
Cenomi Centers is described in the statement as Saudi Arabia’s leading owner, operator and developer of contemporary lifestyle centres.
The network will include more than 80 digital screens across four major destinations in Riyadh and Jeddah, including the upcoming flagship developments Westfield Riyadh and Westfield Jeddah, alongside U Walk Riyadh and U Walk Jeddah.
The launch marks MMG’s entry into the GCC’s largest advertising market and reinforces its position as a leading out-of-home media operator in the Middle East, the statement said.
The partnership will combine MMG’s expertise in technology-enabled out-of-home media with Cenomi Centers’ high-footfall retail destinations. It will provide brands, agencies and advertisers with access to premium retail audiences through a scalable and data-driven advertising platform, the statement said.
Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said the launch of BackLite KSA reflects the group’s strategy of building scalable platforms through strong operating businesses and high-quality partnerships.
“Saudi Arabia is central to our regional growth ambitions, and this partnership provides BackLite KSA with access to a portfolio of prominent destinations from the outset,” Hassan said.
He added that bringing together Multiply Media Group’s capabilities and Cenomi Centers’ market reach establishes “a strong foundation” for BackLite KSA’s long-term expansion and supports 2PointZero’s ambition to build a connected and increasingly international media platform.
James Bicknell, Group Chief Executive Officer at Multiply Media Group, said Saudi Arabia is a strategic growth market for MMG.
“Through the launch of BackLite KSA, we are bringing our expertise in premium, technology-enabled out-of-home media to one of the region’s most dynamic economies,” Bicknell said.
Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, said integrating premium digital media into the company’s environments is a natural extension of its focus on enhancing the role its destinations play in people’s everyday lives.
She said strategic partnerships such as the one with MMG play a key role in redefining how audiences connect with Cenomi Centers’ spaces.
Dennis Michael, Chief Business Development Officer at Cenomi Centers, said the partnership marks an important step in strengthening the company’s retail media offering.
By combining MMG’s expertise in digital out-of-home media with Cenomi Centers’ high-traffic retail environments, the partnership will create new opportunities for brands to engage audiences, he said.
