Multiply Media Group (MMG), the UAE‑based out‑of‑home (OOH) specialist owned by 2PointZero Group PJSC, announced today that it will operate a new digital OOH platform in the Kingdom of Saudi Arabia. The venture, branded BackLite KSA, is being rolled out through a joint effort with Cenomi Centers – the country’s leading owner, operator and developer of contemporary lifestyle destinations. The initial rollout will see more than 80 high‑definition screens installed across four flagship locations in Riyadh and Jeddah, including the upcoming Westfield malls and the U Walk complexes.
Why Saudi Arabia matters to MMG and 2PointZero
Saudi Arabia has become a focal point for regional advertisers seeking to reach affluent, tech‑savvy consumers. The country’s Vision 2030 reforms have opened the retail and entertainment sectors to foreign investment, while urbanisation and rising disposable income have accelerated demand for premium media environments. For a company like MMG, which has built its reputation on large‑scale, technology‑enabled OOH installations, the Saudi market offers both scale and sophistication that align with its growth objectives.
Jawad Hassan, head of the Media and Communications vertical at 2PointZero Group, framed the move as a strategic extension of the parent company’s platform‑building approach. “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,” he said.
Hassan added that the collaboration leverages MMG’s technical expertise and Cenomi Centers’ extensive footprint. “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,” he explained.
The BackLite KSA network: scale, technology, and placement
BackLite KSA will debut with more than 80 digital screens strategically positioned in high‑traffic retail and lifestyle venues. The network’s first sites include Westfield Riyadh and Westfield Jeddah—two of the region’s most anticipated mixed‑use developments—as well as the U Walk malls in both cities, which blend shopping, dining, and entertainment under a single roof.
Each screen is built on MMG’s proprietary hardware platform, which supports real‑time content updates, audience measurement integration, and dynamic ad scheduling. The technology is designed to deliver high‑resolution video and interactive experiences, allowing advertisers to run campaigns that react to time of day, footfall patterns, and even weather conditions.
James Bicknell, Group Chief Executive Officer of Multiply Media Group, highlighted the commercial upside of the new network. “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. 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,” he said.
Cenomi Centers’ perspective: turning venues into media platforms
Cenomi Centers, which operates a portfolio of lifestyle centres across the Kingdom, sees digital OOH as a natural extension of its visitor experience strategy. Alison Rehill‑Erguven, Chief Executive Officer of Cenomi Centers, explained the rationale behind the partnership. “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. 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,” she said.
Dennis Michael, Chief Business Development Officer at Cenomi Centers, echoed that sentiment from a commercial viewpoint. “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,” he noted.
What the launch means for advertisers
For brands, the BackLite KSA rollout offers a blend of reach and precision that has been difficult to achieve in traditional OOH. The network’s digital nature allows for:
- Dynamic creative – advertisers can swap content in seconds, tailoring messages to specific times, events, or audience segments.
- Data‑driven planning – integration with Cenomi’s footfall analytics and third‑party measurement tools provides insight into impressions, dwell time, and demographic breakdowns.
- Cross‑channel synergy – the screens sit alongside retail, dining, and entertainment venues, making it easier to align OOH with in‑store promotions or experiential activations.
These capabilities align with a broader industry shift toward “retail media” – the practice of monetising the physical shopping environment through targeted advertising. As e‑commerce continues to dominate, brands are increasingly looking for ways to capture consumer attention in the physical world, and digital OOH provides a bridge between online intent and offline purchase.
Competitive landscape in the Saudi DOOH space
The Saudi OOH market has traditionally been dominated by a handful of legacy billboard operators, many of which still rely on static or analog formats. However, recent years have seen a surge of digital entrants, spurred by government incentives for smart city initiatives and the rollout of 5G infrastructure. Companies such as Clear Channel Saudi Arabia, JCDecaux Middle East, and local player Al‑Saeed OOH have each begun to invest in programmatic capabilities and programmatic DOOH platforms.
BackLite KSA differentiates itself through the depth of its venue partnerships and the scale of its screen inventory at premium locations. While other operators may have broader geographic coverage, MMG’s focus on high‑end lifestyle centres gives it a niche that aligns with luxury and premium brands seeking a curated environment. The partnership with Cenomi also provides a built‑in data layer, something that many competitors are still developing.
Potential challenges and risk factors
Despite the clear opportunities, the venture faces a set of challenges common to digital OOH deployments:
- Regulatory compliance – Saudi Arabia’s advertising guidelines impose content restrictions, especially around cultural and religious sensitivities. MMG and Cenomi must maintain rigorous review processes to avoid violations.
- Technology adoption – While digital screens are increasingly common, ensuring reliable uptime in high‑traffic venues requires robust maintenance contracts and rapid‑response technical teams.
- Monetisation timing – Building a sell‑through pipeline for advertisers can take time, especially when the inventory is new and pricing models are still being calibrated.
Both companies appear aware of these hurdles. Hassan’s comments about “building scalable platforms” and “high‑quality partnerships” suggest a focus on operational resilience and long‑term relationship building with advertisers.
Outlook for the BackLite KSA network
The initial rollout across Riyadh and Jeddah serves as a proof‑of‑concept for broader expansion. If the network meets its performance targets, MMG could extend BackLite into additional Cenomi locations, such as the upcoming projects in the Eastern Province and the Red Sea tourism zones. Moreover, the data infrastructure established for BackLite KSA could be repurposed for programmatic DOOH, allowing advertisers to purchase inventory in real time through automated platforms—a trend that is gaining traction globally.
From an industry perspective, the BackLite KSA launch underscores a growing convergence between retail real estate and media ownership. As landlords increasingly view their physical assets as media channels, the line between property management and advertising sales blurs. This convergence is likely to accelerate, especially in markets where consumer footfall data is becoming more granular and valuable.
Conclusion
Multiply Media Group’s entry into Saudi Arabia via the BackLite KSA network marks a significant step for both the company and the Kingdom’s digital OOH ecosystem. By aligning with Cenomi Centers—one of the country’s most prominent lifestyle‑centre operators—MMG gains immediate access to premium venues and a built‑in audience data set. The partnership promises advertisers a flexible, data‑rich platform that can complement digital and retail media strategies.
If the launch delivers on its promise of high‑impact, technology‑enabled experiences, BackLite KSA could set a new benchmark for DOOH in the Middle East, encouraging other media owners to explore similar venue‑centric models. For brands looking to bridge the gap between online intent and offline purchase, the network offers a timely solution in a market that continues to open up to innovative advertising formats.
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