Multiply Group, the Abu Dhabi-based holding company, has acquired 100 percent of BackLite Media, a premier Digital Out-of-Home (DOOH) advertising company with assets in landmark locations in the UAE.

The acquisition is a strategic move to expand Multiply’s footprint in the burgeoning Out-of-home (OOH) advertising space. The acquisition is poised to transform the DOOH industry, introducing innovative and impactful advertising solutions in the UAE and beyond.

Further, the deal encompasses all operating entities of BackLite Media and is a key step in Multiply Group’s broader strategy to enhance and consolidate its Media vertical.

With a portfolio that comprises 86 percent digital and 14 percent static advertising solutions, BackLite Media has established itself as one of the leading media companies in the UAE.

According to the statement, “This acquisition seamlessly complements the Group’s existing portfolio, which includes Media 247 and Viola Communications, and underscores its dedication to investing in profitable enterprises and creating synergies. The Group’s strategic pivot into DOOH advertising aligns with market trends and future growth opportunities.”

Earlier this year, BackLite Media partnered with multiple Programmatic platforms, including Place Exchange, AdForm, Hivestack, Vistar, and Google DV360 to accelerate the programmatic transformation of DOOH in the UAE, providing increased opportunities for DOOH to be included in omnichannel marketing strategies.