Multiply Media Group is making a serious move into Saudi Arabia, and it is not coming in quietly. The UAE-headquartered out-of-home media company has expanded into the Kingdom through a strategic partnership with Cenomi Centers, one of Saudi Arabia’s major retail and lifestyle destination operators. The deal also introduces BackLite KSA, the company’s new operating arm in the Saudi market.
This is a big step for Multiply Media Group, not only because it adds a new country to its growth map, but because Saudi Arabia is the GCC’s largest advertising market. For a media company built around premium outdoor and digital out-of-home advertising, that matters. A lot.
BackLite KSA Will Manage Premium DOOH Assets
BackLite KSA will manage and commercialise a premium digital out-of-home advertising network across major retail and lifestyle destinations in Riyadh and Jeddah. The network is expected to include more than 80 digital screens across four destinations, including Westfield Riyadh, Westfield Jeddah, U Walk Riyadh, and U Walk Jeddah.
That is the practical part of the deal. Not vague expansion language. Not another “regional growth strategy” headline with no visible footprint. Screens, locations, retail audiences, and commercial inventory. That is what brands and agencies will care about.
Why Cenomi Centers Matters in This Deal
Cenomi Centers gives Multiply Media Group access to high-footfall destinations in Saudi Arabia, which is exactly where digital out-of-home advertising becomes more valuable. These are not empty roadside placements waiting for attention. They are lifestyle and retail environments where people shop, meet, eat, walk, browse, and spend time.
For advertisers, that changes the equation. A digital screen inside or around a busy retail destination can do more than display a campaign. It can catch people while they are already in a buying mood, close to stores, entertainment, food, and experiences. That is why retail media is becoming a much bigger conversation across the region.
A UAE Media Player Builds Regional Scale
Multiply Media Group is part of 2PointZero Group PJSC and operates a growing media portfolio that includes BackLite Media, Viola Media, Media 247, and Purple Printing. The group has positioned itself around scale, technology-enabled media, and regional expansion, with Saudi Arabia now becoming one of its most important markets.
The Saudi move also gives BackLite a stronger regional story. BackLite already has visibility in premium outdoor media, and with BackLite KSA, the brand now has a dedicated platform inside the Kingdom. That is useful for advertisers who want campaigns that can move across the UAE and Saudi Arabia without feeling disconnected.
Digital Out-of-Home Is Becoming More Data-Led
The partnership is not only about putting digital screens in busy places. The bigger play is the shift toward scalable, data-driven advertising platforms. Multiply Media Group and Cenomi Centers are combining media expertise with retail environments, giving brands and agencies a way to reach audiences in high-traffic destinations through digital formats.
This is where DOOH starts to look different from traditional outdoor advertising. It can be more flexible. Campaigns can be updated faster. Creative can be adjusted. Locations can be selected more strategically. And when retail destinations are involved, the campaign sits closer to real consumer movement.
Saudi Arabia Becomes a Bigger Media Growth Target
Saudi Arabia’s advertising and retail media landscape is becoming harder for regional players to ignore. The Kingdom’s large population, expanding lifestyle destinations, tourism push, and fast-changing consumer economy are creating more space for media platforms that can operate at scale.
Multiply Media Group’s entry through Cenomi Centers gives it a strong starting point. Instead of building from scratch with scattered assets, it begins with major destinations in Riyadh and Jeddah. That gives BackLite KSA a clearer route into the market and gives advertisers a premium network from the beginning.
What This Means for Brands and Agencies
For brands, the launch of BackLite KSA means more access to premium digital inventory in Saudi Arabia. For agencies, it offers a more structured way to plan retail-linked DOOH campaigns across major urban destinations. For Cenomi Centers, it adds another commercial layer to its malls and lifestyle spaces while improving how brands connect with visitors.
And for Multiply Media Group, the message is simple: the company wants to be more than a UAE media player. It wants regional weight.
The launch of BackLite KSA shows how Gulf media companies are moving with the market. Saudi Arabia is growing, retail destinations are becoming more connected, and advertisers want smarter ways to reach audiences outside the usual digital feeds. This deal sits right in that space.
