Multiply Media Expands UK Presence with BackLite Chiswick Towers Deal
Multiply Media Group (MMG), the Abu Dhabi-headquartered out-of-home advertising group, continues to build out its UK operation, with subsidiary BackLite UK adding Chiswick Towers to its premium Landmark Series portfolio — one of the clearest signs yet of how the Emirati media investor is translating its Gulf roots into a growing London footprint. The two 23-metre towers sit on either side of the Chiswick flyover on the M4, one of the principal arteries connecting central London with Heathrow Airport, and are visible to traffic in both directions. Each is fitted with double-sided, next-generation LED screens running at 768 x 1008 pixels. Combined, the two structures reach an estimated 9 million road users a month, generating 1.8 million fortnightly impacts among commuters, business travellers and international visitors passing through one of the busiest transport corridors in the UK.
A UAE Group With a Growing UK Book
BackLite UK operates as part of Multiply Media Group, itself a subsidiary of 2PointZero Group PJSC (formerly Multiply Group PJSC), the Abu Dhabi holding company listed on the Abu Dhabi Securities Exchange. MMG’s push into Britain has been deliberate and fast-moving: in November 2025, MMG announced the full acquisition of London Lites, one of London’s leading digital out-of-home operators, in a deal establishing an immediate and scaled presence in the UK’s high-growth digital outdoor market under the Backlite UK brand. That acquisition brought over 65 premium digital signs into the group, including the well-known Cube @ Flannels site on Oxford Street, and created immediate synergies with MMG’s existing UK assets.
Chiswick Towers now becomes the latest addition to sit alongside those assets within BackLite’s most exclusive collection — the Landmark Series — which also includes The Knightsbridge, The Cube @ Flannels, the Shoreditch Stack and the Wandsworth Roundabout.
Ownership and Sales Split
As with other sites in the portfolio, BackLite UK will handle all media sales for Chiswick Towers, while the physical infrastructure remains in the hands of Wildstone, described as the world’s largest owner of outdoor advertising infrastructure. This sales-and-ownership split mirrors the structure BackLite UK uses across its Landmark Series, where BackLite handles media sales while Wildstone retains asset ownership — a model that has allowed the UAE-backed operator to scale quickly across prime London locations without having to acquire physical real estate outright.
Why It Matters for Advertisers
The timing lines up with a broader shift in advertiser spend. Out-of-home advertising is reportedly delivering stronger ROI than any other channel for luxury brands, according to data from econometrics firm Independent Marketing Sciences (IMS) — a trend BackLite UK is positioning itself to capture with premium, high-visibility assets in locations with international footfall. Eurotunnel LeShuttle and sleep-tech brand Oura have already signed on as the first advertisers on the Chiswick Towers screens, both companies whose customer base skews toward the international, high-frequency travellers passing along the Heathrow corridor.
David Peters, Head of Specialist & Agency at BackLite UK, said the towers “deliver exceptional visibility among commuters, business travellers and international visitors between Heathrow and central London,” adding that the addition “marks another important milestone in BackLite UK’s continued investment in and expansion of its Landmark Series across prime London locations.”
The Bigger Picture
For MMG, Chiswick Towers is less a standalone deal than another data point in a clear strategy: use its UAE balance sheet and OOH expertise — built over years operating landmark sites along Dubai’s Sheikh Zayed Road — to acquire and integrate premium UK outdoor assets, then unify sales under the BackLite UK brand. With London Lites folded in and now a new landmark site added to its flagship collection, the group looks set to keep expanding its share of the UK’s high-end DOOH market through 2026.
Source: BackLite Media, “BackLite UK expands Landmark Series portfolio with Chiswick Towers addition”; Multiply Media Group news releases on the London Lites acquisition (November 2025); BusinessWire.
