The third edition of SpotLite brings together the voices, ideas and campaigns shaping the next chapter of Out-of-Home (OOH) media. Built around the theme of creativity and innovation, this issue reflects BackLite Media’s - a subsidiary of Multiply Media Group (MMG) - commitment to lead with purpose, insight and design.

In an era where the media landscape is evolving faster than ever, SpotLite 3.0 provides both perspective and direction. With a range of insightful pieces from thought leaders in the industry, from programmatic digital OOH and AI-led content management, to neuromarketing, sustainability, and luxury storytelling, SpotLite 3.0 offers a wide lens on what truly matters to our industry. Campaign highlights from brands like Dior and BMW sit alongside in-depth features on our Landmark Series and the launch of The Oryx.

From high-traffic corridors like Sheikh Zayed Road in Dubai, to curated digital networks in premium malls in the UAE, every placement is an opportunity to connect with purpose and precision. This issue invites advertisers, agencies, and brands to explore how OOH can create a more meaningful impact at every touchpoint of a consumer journey.

SpotLite 3.0 continues that ambition, reflecting how we see the future of OOH especially with the launch of MMG – backed by scale, driven by technology, and built for what’s next.

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Multiply Media Group (MMG), a media powerhouse focused on strategic growth and meaningful brand engagement, has announced a strategic landmark long-term partnership with Wildstone, one of the world’s largest owners of outdoor media infrastructure with a portfolio of over 5,400 panels.
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This partnership gives MMG, a subsidiary of the Abu Dhabi-based investment holding company Multiply Group (ADX: MULTIPLY), exclusive rights to manage and operate a portfolio of premium digital Out-of-Home (DOOH) sites in central London - marking a significant step in the group’s strategy to create a borderless, tech-enabled media powerhouse. These assets will be commercialised and operated by BackLite Media, a subsidiary of MMG.

Speaking on the announcement, Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, said:  Expanding into the UK marks a pivotal step in MMG’s global growth journey. Our partnership with Wildstone is a key enabler of that ambition, providing us with immediate scale. Positioned as a strategic launchpad into international media markets, London offers the ideal setting for us to deliver meaningful brand experiences across one of the world’s most iconic urban landscapes.”

The first operational asset taken over is the Wandsworth Roundabout, which was among 13 high-traffic sites acquired by Wildstone from Transport for London (TfL) earlier this year. The site features four large-format digital screens and is situated on one of London’s busiest junctions, with bi-weekly impacts of 6.2 million.

James Bicknell, Group CEO of Multiply Media Group, said: “At MMG, our mission is to shape a future-ready media group rooted in regional strength and global ambition. Partnering with Wildstone deepens our presence in a mature, high-impact market and extends Backlite’s premium inventory beyond the UAE. Through MMG, we are embracing the evolving media landscape that powers dynamic and impactful campaigns — and this collaboration marks an important step in delivering on that promise at a global scale. ”

Damian Cox, Global CEO and Founding Partner of Wildstone, said: “We are excited to partner with MMG as they bring their forward-thinking approach to London’s DOOH market. This collaboration reflects our vision to elevate the standards of urban media infrastructure and help deliver more impactful DOOH campaigns for advertisers across London.”

Multiply Media Group was officially launched in June 2025, uniting three of the UAE’s market-leading out-of-home (OOH) companies - BackLite Media, Viola Media and Media 247 - under a single, tech-enabled media powerhouse headquartered in the UAE. The launch took place at the World Out of Home Organization (WOO) Annual Congress in Mexico City and was marked by a bold global DOOH takeover that illuminated cities and screens worldwide with MMG’s presence. This international move into London marks MMG’s first major expansion beyond the Middle East, reflecting Multiply Group’s global growth strategy. With a market cap of over $7.2 billion, Multiply Group continues to build scale and impact across its verticals through disciplined, future-facing investments.

With London as a strategic gateway into Europe, MMG is actively exploring further market entries in other global cities. This expansion sets the stage for new acquisitions, partnerships, and investments that align with MMG’s mandate to reshape the media sector through scale and forward-looking strategies. MMG will continue to invest in high-potential media assets, catalyse growth through technology and create value-driven synergies across its global portfolio.

● Multiply Media Group (MMG) combines BackLite Media, Viola Media and Media 247 to operate one of the UAE’s largest and most premium outdoor portfolios with 3,000 units

‍● Newly consolidated media group will serve as a launchpad to capture regional and global opportunities in the media sector, including Saudi Arabia, the UK, Europe and the U.S.

‍● MMG to redefine the region’s media landscape through innovation, scale and strategic partnerships

‍● MMG launched at World Out of Home Organization (WOO) Annual Congress in Mexico City

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Abu Dhabi, UAE; 06 June 2025: Multiply Group (ADX: MULTIPLY), the Abu Dhabi-based investment holding company, today launches Multiply Media Group (MMG), uniting the three market-leading out-of-home (OOH) companies under its portfolio to create a new media powerhouse headquartered in the UAE. The combination of BackLite Media, Viola Media and Media 247 under Multiply Media Group represents a significant move that will shape the future of tech-enabled media in the UAE and beyond.

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Samia Bouazza, GCEO and Managing Director of Multiply Group, said: “The launch of Multiply Media Group represents the most significant media consolidations in the UAE. By bringing together market-leading media assets under a single AI & tech-driven group, we are reinforcing our commitment to long-term value creation and shareholder returns. MMG lays a strong foundation for our global ambitions and forward-looking investment strategy.”

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MMG was launched at the World Out of Home Organization (WOO) Annual Congress in Mexico City, and simultaneously it lit up the world through a global takeover across key DOOH media, illuminating cities and screens worldwide with its bold presence. The move reflects the global expansion of Multiply Group, the $7.2 billion holding company, which is part of IHC, the most valuable holding company in the Middle East with a market cap of over $240 billion. The newly consolidated group will serve as a launchpad to capture regional and international opportunities arising in the media sector through MMG portfolio businesses.

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MMG will drive performance and innovation across the OOH media sector, reshaping the UAE’s media landscape through scale, AI, and strategic partnerships. To achieve its mission, MMG will invest in high-potential media assets, catalyse growth with innovation and create synergies across its portfolio through strategic investments.

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Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, said: “For several years, Multiply Group’s ambitious growth strategy for the media sector has taken us from an integrated portfolio of three industry leaders to a media powerhouse with vast potential to redefine the entire regional media landscape in ways that will bring immediate impact and long-term value for clients. Through MMG, we stand ready to embrace the emerging trends in our industry, particularly the transformative role of AI, and we will continually look to invest in technologies that enable us to create dynamic and innovative campaigns.”

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The scale of MMG includes 3,000 advertising units across the UAE, including 75+ premium assets on Dubai’s Sheikh Zayed Road, which are backed by long-term partnership agreements with the Road and Transport Authority (RTA) (Mada Media) in Dubai and The Department of Municipalities & Transport (DMT) in Abu Dhabi.

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James Bicknell, CEO of Multiply Media Group, said: “Multiply Media Group launches as a transformative force in out of home media — a powerhouse that unites some of the region’s most strategic media assets under one bold vision. With MMG, we are not simply scaling up — we are scaling intelligently. Our mandate is clear: deliver context at scale, and reach audiences where it truly matters, when it matters most. MMG is engineered to be agile, data-led, and deeply integrated, enabling our clients to engage audiences with greater relevance, responsiveness, and resonance than ever before. This is more than media — it’s momentum.”

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The launch of MMG follows a recent strategic agreement between Multiply Group’s media vertical and Al Arabia, Arabian Contracting Services Company (Al Arabia) to create a joint venture (JV) to invest in the global out-of-home (OOH) advertising sector. Multiply Group, also announced a recent Memorandum of Understanding (MoU) with Saudi Media Company (SMC) – with these two strategic moves underscoring the global expansion potential of Multiply’s portfolio brands.

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Multiply Group’s other media holdings include Yieldmo, a contextual mobile ads platform, and Firefly, North America’s leading digital Taxi-Top company. The group completed the acquisition of Viola Communications, a marketing and communications firm, in 2021.

BackLite Media kicked off 2025 with a powerful first quarter, one defined not just by volume or reach, but by relevance — cultural, creative, and strategic. Our premium Out-of-Home (OOH) network continued to serve as a trusted partner for brands seeking to anchor their narratives in real-world moments that matter.

With Ramadan, Eid, and New Year’s shaping public behaviour and sentiment, Q1 became a showcase of what’s possible when media strategy meets cultural intelligence. At BackLite, we don’t just follow trends — we help define them.

Campaign Strategy: Beyond Numbers

The first quarter reflected a growing sophistication in how brands approach OOH. Across our digital, static, and mall-based inventory, we observed a deliberate move toward strategic presence.

Key sectors — from real estate and luxury to government initiatives — didn't just compete for attention; they competed for meaning. These brands leveraged BackLite’s high-visibility locations not simply to be seen, but to be remembered, placing culturally resonant and emotionally intelligent campaigns in the moments that matter most. 

Cultural Milestones

Seasonal and cultural events emerged as the key inflection points of the quarter. Ramadan and Eid, in particular, weren't just media windows — they were societal moments. Brands that leaned into these occasions with thoughtful creative saw measurable traction across our network, especially in retail and leisure destinations.

The impact was visible not only in engagement levels but in the nature of the messaging. Visuals embraced warmth and unity. Messaging celebrated community and reflection across destinations like The Galleria, Al Qana, and Dubai Festival City.

Creative Trends: Culture-Led, Context-Driven

Q1 confirmed what we’ve long championed: creativity thrives when it’s informed by context. Across our digital screens, we saw a wave of culturally sensitive storytelling, with themes of togetherness, tradition, and reflection front and centre.

Motion DOOH, in particular, emerged as a standout performer. Its ability to capture attention in slower-moving evening traffic, paired with culturally tailored content, elevated engagement and brand recall. Interactivity and dynamic formats also continued their rise, signaling a future where DOOH is not just a medium of exposure, but of experience.

Media With Meaning: The Path Forward

Q1 2025 reinforced our position not just as a media provider, but as a thought partner for brands aiming to lead with relevance. Our network doesn’t just offer scale — it offers strategic advantage. Our data doesn’t just measure performance — it reveals patterns of meaning.

As we look ahead to the rest of the year, one thing is clear: cultural alignment is now central to advertising success. BackLite Media will continue to lead the change — shaping smarter strategies, crafting richer connections, and championing creative that moves people, not just metrics.

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BackLite Media is set to redefine Dubai’s outdoor advertising landscape with the launch of The Oryx. As the latest addition to their exclusive Landmark Series, this Digital Out-of-Home (DOOH) platform combines architectural elegance with cutting-edge technology. Strategically positioned ahead of the renowned Triple Crown on Sheikh Zayed Road, The Oryx offers brands unparalleled visibility, prestige, and maximum impact.
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James Bicknell, CEO of BackLite Media and Viola Outdoor, said:
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"The launch of The Oryx marks another milestone in our commitment to transforming outdoor advertising in Dubai. Its iconic presence and strategic location create an unparalleled platform for brands to command attention and leave a lasting impression." 
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Inspired by the distinctive horns of the oryx, the screen’s sleek architectural form symbolises strength, symmetry, and sophistication—embodying the grace of its namesake while standing as a statement of innovation with ultra-clear visuals, dynamic content capabilities, and seamless urban integration. Beyond its striking design, The Oryx provides a unique platform for both global and regional brands, delivering premium exposure. 
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The launch of The Oryx reinforces BackLite Media’s leadership in shaping the future of outdoor advertising in Dubai. As the city continues to grow as a global hub for business, creativity, and advancement, The Oryx stands at the intersection of tradition and progress, offering an unmatched advertising experience that blends impact, sophistication, and innovation.

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Something remarkable is coming to the heart of Dubai. Inspired by the strength and grace of the Arabian Oryx, this new digital landmark will bring a fresh dimension to outdoor advertising.

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Stay tuned as we prepare to unveil a display where innovation meets tradition, elegance meets impact, and brands take centre stage.

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The Oryx is coming soon.

BackLite Media proudly emerged as a standout at Multiply Group’s Annual Growth and Strategy Day, securing three highly coveted awards that underscore our relentless pursuit of excellence:
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• Customer Satisfaction: Recognizing our dedication to delivering unparalleled service and building strong client relationships.
• Innovation: Celebrating our commitment to leveraging cutting-edge technologies and forward-thinking strategies in the ever-evolving advertising landscape.
• Organic Growth: Honoring our ability to achieve sustainable and strategic expansion, cementing our position as an industry leader.

These accolades are a testament to the unwavering passion, creativity, and hard work of the BackLite Media team. Each recognition reflects our core values and commitment to excellence in all facets of our operations.

Receiving these awards at Multiply Group’s prestigious event was inspiring for our team. It highlighted the incredible strides we’ve made throughout 2024 and reaffirmed our mission to innovate and excel in the dynamic world of advertising.
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We extend our heartfelt gratitude to Multiply Group for this recognition and our exceptional team for their relentless dedication. These awards fuel our drive as we look ahead to even more significant achievements in 2025 and beyond.

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Dear Readers,

In an era dominated by digital platforms and the privacy concerns that come with it, Out-of-Home (OOH) advertising has become a more prominent and credible medium. OOH surrounds audiences in their everyday environment, reaching them when they are close to the point of sale and less distracted by other media.

The UAE’s OOH market continues to thrive, with a staggering 12% year-on-year growth, showcasing our industry’s resilience and adaptability. At BackLite Media, we are proud to be at the forefront of this evolution, pioneering innovations that redefine how brands connect with their audiences.

In the realm of Digital Out-of-Home (DOOH) and Programmatic DOOH (PrDOOH), we stand out as trend-setters, harnessing the power of technology to deliver targeted, data-driven campaigns. Our commitment to data integration has increased campaign effectiveness, highlighting the impact of strategic insights on driving results.
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Experiential marketing remains a cornerstone of our approach, with immersive campaigns that captivate audiences and drive engagement at UAE’s most famous malls and destinations like The Galleria Al Maryah Island and Al Qana. Our collaborations with leading brands have seen a significant uplift in brand recall, showcasing the power of memorable brand-building experiences.

Partnerships lie at the heart of our success story. This year’s highlight has been our acquisition by Multiply Group, propelling us towards extended reach and accelerated growth. We are poised to unlock new opportunities, expand our footprint, and deliver unparalleled value to our clients and partners.

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As we navigate the ever-evolving landscape of OOH, one thing remains constant – our unwavering commitment to innovation, creativity, and excellence. We invite you to join us on this journey as we continue to illuminate the world with impactful campaigns and transformative experiences.

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BackLite Media has announced the release of SpotLite 2.0, its annual publication created in collaboration with Campaign Middle East.

This edition of SpotLite focuses on the dynamic and ever-evolving Out-of-Home (OOH) advertising industry, particularly emphasising the transformative potential of Data, Measurement and Programmatic Digital Out-of-Home (PrDOOH).

SpotLite 2.0 brings together insights from some of the industry’s most influential voices.

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Contributors include experts from the UAE Government Media Office, World Out of Home Organization, IAB MENA, The Out-of-Home Advertising Association of America (OAAA), Data Partners like Seventh Decimal and Admobilize, and Programmatic Platforms like The Trade Desk and Place Exchange. Each offers unique perspectives on the current state and future direction of Out-of-Home (OOH) advertising.

James Bicknell, CEO of BackLite Media, said, “The publication delves into a wide range of topics, from integrating data-driven techniques to the creative opportunities offered by Digital Out-of-Home (DOOH) advertising.
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“These articles provide a comprehensive overview of the trends and innovations poised to shape the next chapter of OOH advertising.

“We thank Motivate Media Group for their invaluable assistance in agency distribution across the UAE, enabling SpotLite 2.0 to reach an even wider audience.

“This collaboration underscores our commitment to expanding its influence and fostering growth within the industry.”

SpotLite 2.0 is a crucial resource for marketers, brand managers, and out-of-home specialists. It provides valuable insights and strategies for navigating the rapidly changing landscape of OOH advertising. The contributions from esteemed authors reflect the industry’s current state and provide a forward-looking view of its promising future.

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