Multiply Media Group (MMG), a subsidiary of 2PointZero Group, has announced the full acquisition of London Lites, one of London’s leading digital Out-of-Home (DOOH) operators renowned for its landmark locations.
This transaction marks a major milestone in MMG’s international expansion strategy, establishing an immediate and scaled presence in the UK’s high-growth digital outdoor market under the Backlite UK brand, said a WAM news agency report.
London Lites brings a strong pure-digital portfolio, a renowned management team, and a robust growth pipeline across London and additional key UK cities. Its network comprises more than 65 premium digital signs across central London, including flagship sites such as The Cube at Flannels Oxford Street, one of London’s most recognisable multi-panel digital landmarks.
The UK DOOH market continues to expand, with programmatic revenue becoming an increasingly important driver of growth; BackLite UK is particularly well-positioned to benefit as MMG integrates data-driven monetisation and accelerates digital yield improvements.
The acquisition also unlocks immediate operational synergies with MMG’s existing UK assets such as the 11 ultra-premium assets delivered by Wildstone, eliminating the need to build a standalone operational setup and providing instant access to a seasoned sales team, established infrastructure, and prime-location inventory. This strategic integration is expected to deliver meaningful cost efficiencies for MMG and support stronger EBITDA contribution.
With this acquisition, MMG reinforces its presence in the UK and deepens its position in the high-growth DOOH market. It marks an important milestone in the Group’s international expansion and underscores its commitment to building a global portfolio of premium Out-of-Home assets powered by technology, creativity, and clear strategic focus.
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