Multiply Group Bolsters Portfolio with BackLite Media Acquisition

Abu Dhabi-based holding company Multiply Group has made a significant move in the Out-of-Home (OOH) advertising sector by acquiring 100% of BackLite Media, a prominent Digital Out-of-Home (DOOH) advertising company in the United Arab Emirates (UAE). With assets in landmark locations and revenues of AED 232 million in 2023, BackLite Media’s portfolio includes prime advertising spaces along the iconic Sheikh Zayed Road and in high-profile malls, destinations, and cinema venues across the UAE. 

With Legal and Compliance Officer Ruchi Sharma (pictured) at the helm of its legal department, this strategic acquisition marks a key step in Multiply Group’s strategy to enhance and consolidate its Media vertical. BackLite Media’s 86% digital and 14% static advertising solutions complement Multiply Group’s existing portfolio, which includes Media 247 and Viola Communications. The move aligns with Multiply Group’s dedication to investing in profitable enterprises and capitalizing on market trends in the DOOH advertising space. 

Samia Bouazza, Group CEO and Managing Director of Multiply Group, sees the acquisition as a milestone in building an integrated multibrand media powerhouse, driving long-term growth, and strengthening Multiply Media’s valuation for eventual listing. Meanwhile, Bengt Bendeus, Founder and Chairman of BackLite Media, views the acquisition as a reflection of BackLite’s journey from its founding in 1996 to becoming a key player in the UAE’s outdoor advertising sector. 

BackLite Media’s recent partnerships with multiple Programmatic platforms, including Place Exchange, AdForm, Hivestack, Vistar, and Google DV360, have accelerated the programmatic transformation of DOOH in the UAE. With this acquisition, Multiply Group aims to introduce innovative and impactful advertising solutions, transforming the DOOH industry not only in the UAE but also beyond its borders.