BackLite Media
BackLite Media is a Dubai-based premium OOH and DOOH advertising company operating 300+ digital screens across the UAE, 85+ London sites, and a presence in Saudi Arabia, serving luxury, automotive, banking, and telecom clients.
- Company typePrivate
- Founded1996
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2B
- OfferingServices
What BackLite Media does
BackLite Media is a premium out-of-home (OOH) and digital out-of-home (DOOH) advertising company headquartered in Dubai, UAE, founded in 1996. The company owns and operates a portfolio of landmark static and digital advertising sites in the UAE (Dubai and Abu Dhabi), the United Kingdom (London via BackLite UK), and Saudi Arabia (Riyadh and Jeddah via BackLite KSA). BackLite sells advertising space to enterprise clients, primarily luxury and premium fashion houses, automotive manufacturers, banks, telecom operators, and tourism boards, anchored by long-running relationships with brands such as YSL, Chanel, Dior, BMW, ADCB, and First Abu Dhabi Bank.
The product portfolio is organized into location-based collections including The Landmark Series (Dubai and Abu Dhabi, featuring iconic structures such as The Triple Crown, The Dubai Gateway, The Dubai Jawhara, and The Oryx), The Outdoor Collection (roadside billboards in Dubai), The Retail Collective (200+ screens at The Galleria Al Maryah Island plus in-mall networks), Digital Destinations (Al Qana waterfront), The Helix (a connected network on Sheikh Zayed Road), and BackLite UK (85+ premium London locations). Underlying technology is largely partner-provided: Broadsign supplies the programmatic SSP, AdMobilize provides edge-based computer vision for anonymous audience measurement, and Seventh Decimal's Streach platform delivers post-campaign analytics. BackLite's own BackLite 360 platform consolidates these data sources for campaign planning, audience insights, and optimization.
The business model is advertising sales across static and digital placements, priced on a quote basis by location, format, and duration, distributed through direct enterprise sales, agency partnerships, and programmatic channels. A 10-year exclusive contract with Gulf Related anchors the Abu Dhabi retail network, and an 11-asset UK partnership with Wildstone supports the London footprint. BackLite Media LLC operates as a wholly-owned subsidiary of Multiply Media Group, itself part of 2PointZero Group PJSC, following the 2024 KSA launch, the 2025 consolidation into MMG, and the November 2025 acquisition of London Lites (rebranded BackLite UK).
BackLite Media firmographics
Firmographics- Name
- BackLite Media
- Legal name
- BackLite Media LLC
- Website
- https://backlitemedia.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BackLite Media is a Dubai-based premium OOH and DOOH advertising company operating 300+ digital screens across the UAE, 85+ London sites, and a presence in Saudi Arabia, serving luxury, automotive, banking, and telecom clients.
- Ownership category
- akta.pro rank
BackLite Media industry classification
Industry- Product category
- Outdoor Advertising
- NAICS
- Indoor and Outdoor Display Advertising (54185), Media Buying Agencies (54183)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)
- akta.pro secondary industries
- Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB), Large-Format & Spectaculars (Building Wraps, 3D, Landmarks) (BPAFALAH), OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)
Keywords
Where BackLite Media is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices5 records
Markets served
BackLite Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- OOH Advertising Placements: Core revenue from selling advertising space on premium billboard and digital signage inventory across landmark locations in Dubai, Abu Dhabi, London, Jeddah, and Riyadh. Revenue is generated through static and digital (DOOH) ad placements with varying durations and formats.
- Retail Media Network: Revenue from operating digital signage networks in premium retail destinations including The Galleria Al Maryah Island and Dubai Festival City Mall. The network comprises over 200 screens in Abu Dhabi alone, serving luxury brands with targeted in-mall advertising.
- Programmatic DOOH: Revenue from programmatic digital out-of-home advertising allowing automated, data-driven ad buying across the digital screen network. Enables dynamic content optimization and real-time campaign adjustments.
- Partnership Agreements: Long-term contractual arrangements with property developers and retail operators (e.g., 10-year contract with Gulf Related for The Galleria Al Maryah Island) providing exclusive advertising rights.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
BackLite Media product offering
Product offeringCore offering
BackLite Media sells premium out-of-home (OOH) and digital out-of-home (DOOH) advertising space across landmark locations in the UAE, the United Kingdom, and Saudi Arabia. Its inventory includes iconic static and digital billboards, mall-based digital signage networks, and connected roadside digital networks, sold to enterprise brand advertisers, their media agencies, and via programmatic DOOH platforms. The company is a wholly-owned subsidiary of Multiply Media Group (part of 2PointZero Group PJSC) and uses partner technologies for audience measurement and programmatic buying.
Product overview
BackLite Media is a premium Out-of-Home (OOH) advertising company operating across the UAE, UK, and Saudi Arabia. The company offers a unified portfolio of interconnected products organized into location-based collections: The Landmark Series (premium landmark signage in Dubai and Abu Dhabi), The Outdoor Collection (roadside billboard inventory in Dubai), The Retail Collective (mall-based digital networks), Digital Destinations (waterfront/retail complex signage), and BackLite UK (85+ premium digital locations across London). Supporting these is BackLite 360, a data intelligence platform enabling measurement, audience analytics, and campaign optimization. The company also offers Programmatic DOOH capabilities for automated, data-driven campaign management, and SpotLite, its industry insights publication. BackLite KSA extends coverage into Saudi Arabia through a Cenomi Centers partnership.
Differentiator
Problem solved
Functional benefit
Products and services
- The Landmark Series (Dubai)
- The Landmark Series (Abu Dhabi)
- The Outdoor Collection (Dubai)
- The Retail Collective
- Digital Destinations (Abu Dhabi)
- Digital Icons
- The Helix
- BackLite UK (Premium DOOH Portfolio)
- BackLite 360
- Programmatic DOOH
- BackLite KSA
- SpotLite
Quantifiable outcome
- Wandsworth Roundabout delivers 6.2 million bi-weekly impressions
- +4 more outcomes
Companies that use BackLite Media
Customer profileNamed customers24 records
Segments8 records
Ideal customer profiles4 records
BackLite Media technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature5 records
BackLite Media partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- Multiply Media Group (MMG)coreMultiply Media Group, a subsidiary of 2PointZero Group PJSC (formerly Multiply Group PJSC), acquired 100% of London Lites and rebranded it as BackLite UK. This transaction established BackLite Media as an international OOH group with operations in UAE, UK, and Saudi Arabia. MMG's full acquisition of London Lites adds immediate scale in London's premium DOOH market and unlocks programmatic and operational synergies.
- WildstonecoreUK asset partnership delivering 11 ultra-premium DOOH assets. Wildstone and BackLite UK collaborated on luxury revamp of Wandsworth Roundabout. Wildstone's assets complement BackLite UK's portfolio, eliminating need for standalone operational setup and providing instant access to seasoned sales team and prime-location inventory.
- BroadsigncoreBroadsign provides programmatic DOOH platform technology. BackLite Media uses Broadsign's supply-side platform (SSP) for programmatic advertising across its digital screen network. Broadsign unveiled AI-powered creative categorization and approval feature for OOH advertising platform.
- Cenomi CenterscoreStrategic partnership with Cenomi Centers for BackLite KSA expansion into Saudi Arabia. Multiply Media Group expanded into Saudi Arabia through this partnership, enabling BackLite to operate in Riyadh and Jeddah through Cenomi Centers' retail network.
- Gulf Relatedcore10-year partnership with Gulf Related (joint venture of Gulf Capital and The Related Companies) for exclusive advertising and promotional activities at The Galleria Al Maryah Island. BackLite operates over 200 screens at the luxury retail destination, deploying advanced digital signage solutions. The Galleria opened September 4, 2019.
- AdMobilizesupportingAI-powered computer vision technology partnership for real-time audience measurement. AdMobilize's technology captures anonymized demographic data (age, gender, dwell time, attention) at BackLite screen locations including Al Qana Abu Dhabi and Dubai Festival City Mall. Software uses AI at the edge for privacy-compliant audience analytics.
- Seventh Decimal (Streach)coreSeventh Decimal's Streach platform provides audience measurement and campaign analytics for BackLite's DOOH network. BackLite is an early adopter and active member of Streach's technical committee. Partnership includes FFM study collaboration with KINESSO and pilot of audiences on PrDOOH with ADCB.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
BackLite Media competitors and assessment
Company assessmentDirect peers
- VIOOH: Programmatic DOOH marketplace (originally formed by JCDecaux and Verizon Media). Comparable to BackLite as a competitor/parallel solution in automated buying of premium DOOH inventory.
- Place Exchange: Independent programmatic DOOH SSP serving media owners and advertisers in North America and Europe. Comparable technology category to BackLite's Broadsign-based programmatic stack.
- Lamar Advertising Company: U.S. publicly-listed outdoor advertising operator with one of the largest billboard and digital networks in North America. Comparable to BackLite as a billboard-led OOH/DOOH operator transitioning heavily into digital inventory and programmatic.
- Clear Channel Outdoor Holdings: Major publicly-listed global OOH/DOOH operator with portfolios across the Americas, Europe and Asia-Pacific. Directly comparable to BackLite's mix of premium static, digital and transit-adjacent inventory and enterprise advertiser focus.
- Hivestack: Programmatic DOOH ad exchange and supply-side platform used by media owners globally. Comparable to BackLite's Broadsign-powered programmatic DOOH offering and shared DOOH-measurement positioning.
- JCDecaux: World's largest out-of-home advertising company, operating static and digital billboard, transit and street furniture networks globally. Directly comparable to BackLite as a premium OOH/DOOH operator with multinational footprint and programmatic capabilities (also a partner in VIOOH).
- Outfront Media: U.S.-listed OOH/DOOH operator with a large portfolio of billboards, transit and digital displays across North America. Comparable to BackLite as a public-market premium OOH/DOOH company with programmatic and measurement investments.
- Ströer SE & Co. KGaA: One of Europe's largest OOH/DOOH operators, with strong digital out-of-home and programmatic offerings (including DOOH Exchange). Comparable to BackLite in operating premium DOOH networks and multi-country European digital inventory.
Others
- Wildstone: UK-based outdoor advertising infrastructure owner and asset partner that owns and leases large-format digital and roadside panels across the UK. Comparable to BackLite as a UK outdoor counterpart and existing UK asset partnership collaborator on the Wandsworth Roundabout revamp.
Regional players
- Global Outdoor Media: MENA-focused outdoor advertising operator with presence across the GCC. Comparable to BackLite as a regional OOH peer addressing similar luxury and enterprise advertisers in the same geographies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
BackLite Media social profiles
Digital presenceBackLite Media compliance and trust
Trust signalCompliance1 record
BackLite Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
BackLite Media leadership team
Management profileNumber of profiles
Profiles2 records
BackLite Media subsidiaries and ownership
Company hierarchySubsidiaries2 records
BackLite Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BackLite Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BackLite Media
What does BackLite Media do?
BackLite Media sells premium out-of-home (OOH) and digital out-of-home (DOOH) advertising space across landmark locations in the UAE, the United Kingdom, and Saudi Arabia. Its inventory includes iconic static and digital billboards, mall-based digital signage networks, and connected roadside digital networks, sold to enterprise brand advertisers, their media agencies, and via programmatic DOOH platforms. The company is a wholly-owned subsidiary of Multiply Media Group (part of 2PointZero Group PJSC) and uses partner technologies for audience measurement and programmatic buying.
Is BackLite Media a public or private company?
BackLite Media is a private company. It is classified as corporate owned and is currently operating.
When was BackLite Media founded?
BackLite Media was founded in 1996. It employs 11 to 50 people.
Where is BackLite Media based?
BackLite Media is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does BackLite Media make money?
Four revenue lines are on record. OOH Advertising Placements are the primary driver. The others are retail Media Network, programmatic DOOH and partnership Agreements.
Who are BackLite Media's main competitors?
Direct peers on record are VIOOH, Place Exchange, Lamar Advertising Company, Clear Channel Outdoor Holdings, Hivestack, JCDecaux, Outfront Media and Ströer SE & Co. KGaA. Wildstone is listed as an others. Global Outdoor Media is listed as a regional player.
Does BackLite Media have an API?
No public API is recorded for BackLite Media.
What industry is BackLite Media in?
BackLite Media's product category is Outdoor Advertising. Its primary akta.pro industry code is MPAAAKAB, Digital Out-of-Home (DOOH) Advertising, with a secondary code of BPAFALAB, Digital Out-of-Home (DOOH) Screens & Networks. Its NAICS code is 54185 and its SIC code is 7310.