UK businesses operating in the digital advertising space may be interested to learn that Multiply Media Group, the UAE-headquartered Out-of-Home media powerhouse, has announced a strategic partnership with Cenomi Centers, a leading owner, operator, and developer of contemporary lifestyle centers in Saudi Arabia.
The partnership marks a significant milestone in MMG's growth strategy and establishes BackLite KSA, MMG's operating company in the Kingdom, which will manage and commercialise a premium digital Out-of-Home (DOOH) advertising network across some of Saudi Arabia's most prominent retail and lifestyle destinations.
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.
By combining MMG's expertise in technology-enabled Out-of-Home media with Cenomi Centers' high-footfall retail destinations, the partnership will provide brands, agencies, and advertisers with access to premium retail audiences through a scalable and data-driven advertising platform.
According to Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, the launch of BackLite KSA reflects the company's strategy of building scalable platforms through strong operating businesses and high-quality partnerships.