Multiply Media Group (MMG), the UAE-based out-of-home (OOH) media company and a subsidiary of 2PointZero Group, has announced its entry into the Saudi Arabian market through a strategic partnership with Cenomi Centers, one of the Kingdom’s leading owners, operators and developers of lifestyle destinations.
As part of the collaboration, MMG has launched BackLite KSA, its operating company in Saudi Arabia, which will oversee and commercialise a premium digital out-of-home (DOOH) advertising network across some of the country’s leading retail and lifestyle destinations.
The new advertising network will feature more than 80 digital screens across four key locations in Riyadh and Jeddah, including the upcoming Westfield Riyadh and Westfield Jeddah, along with U Walk Riyadh and U Walk Jeddah.
Commenting on the development, Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said, “The launch of BackLite KSA reflects 2PointZero 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 added, “By bringing together Multiply Media Group’s capabilities and Cenomi Centers’ market reach, we are establishing a strong foundation for BackLite KSA’s long-term expansion. The partnership strengthens 2PointZero’s media presence in the Kingdom and supports our broader ambition to build a connected and increasingly international media platform.”
The partnership combines MMG’s expertise in technology-driven OOH advertising with Cenomi Centers’ extensive portfolio of high-footfall retail destinations. The integrated platform aims to provide brands, agencies and advertisers with enhanced opportunities to engage consumers through scalable, data-led advertising solutions.
The move also marks MMG’s official entry into Saudi Arabia, the GCC’s largest advertising market, further strengthening the company’s regional footprint.
James Bicknell, Group Chief Executive Officer at Multiply Media Group, said, “Saudi Arabia is a strategic growth market for Multiply Media Group, and this partnership with Cenomi Centers marks an important milestone in our expansion.”
Bicknell added, “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. Together, we are creating new opportunities for brands to engage audiences across some of Saudi Arabia’s most prominent retail and lifestyle destinations while strengthening MMG’s position as a leading media operator in the region.”
Speaking about the collaboration, Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, said, “At Cenomi Centers, we are focused on continuously enhancing the role our destinations play in people’s everyday lives. Integrating premium digital media into our environments is a natural extension of this, enabling more immersive, relevant and engaging experiences for our visitors.”
She further added, “As we continue to evolve our portfolio into fully integrated lifestyle ecosystems, strategic partnerships such as our partnership with MMG play a key role in redefining how audiences connect with our spaces.”
The partnership is also expected to strengthen Cenomi Centers’ retail media capabilities while opening up new commercial opportunities for advertisers and brand partners.
Dennis Michael, Chief Business Development Officer at Cenomi Centers, said, “At Cenomi Centers, we are continually evolving our destinations to create greater value for our visitors, tenants and brand partners. This partnership with Multiply Media Group marks an important step in strengthening our retail media offering, bringing innovative, technology-enabled advertising solutions to some of Saudi Arabia’s most prominent lifestyle destinations. By combining MMG’s expertise in digital Out-of-Home media with our high-traffic retail environments, we are creating new opportunities for brands to engage audiences.”
By incorporating advanced retail media solutions across its destination portfolio, Cenomi Centers continues its strategy of developing connected lifestyle ecosystems that create value for shoppers, tenants and advertising partners alike.
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