Multiply Media Group (MMG), the UAE-headquartered Out-of-Home media powerhouse and a subsidiary of 2PointZero Group PJSC, today announced its expansion into Saudi Arabia through a strategic partnership with Cenomi Centers, Saudi Arabia's leading owner, operator and developer of contemporary lifestyle centers. The partnership 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.
Multiply Media Group expands into Saudi Arabia with Cenomi Centers partnership.
Launches BackLite KSA operating company in the Kingdom.
Network includes 80+ digital screens across Riyadh and Jeddah destinations.
Destinations include Westfield Riyadh, Westfield Jeddah, U Walk Riyadh and U Walk Jeddah.
MMG is a subsidiary of 2PointZero Group PJSC.
Partnership provides access to Saudi Arabia's largest advertising market.
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.
Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, stated: "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. 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."
James Bicknell, Group Chief Executive Officer at Multiply Media Group, stated: "Saudi Arabia is a strategic growth market for Multiply Media Group, and this partnership with Cenomi Centers marks an important milestone in our expansion. 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."
Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, stated: "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. Strategic partnerships such as our partnership with MMG play a key role in redefining how audiences connect with our spaces."
Dennis Michael, Chief Business Development Officer at Cenomi Centers, added: "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."
About Multiply Media Group
Multiply Media Group (MMG) is the UAE-headquartered Out-of-Home media powerhouse and a subsidiary of 2PointZero Group PJSC. The company is a leading Out-of-Home media operator in the Middle East.
About Cenomi Centers
Cenomi Centers is Saudi Arabia's leading owner, operator and developer of contemporary lifestyle centers, focused on continuously enhancing the role its destinations play in people's everyday lives.
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