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Multiply Media Group (MMG), a subsidiary of 2PointZero Group, has announced its expansion into Saudi Arabia through a strategic partnership with Cenomi Centers to establish a premium digital out-of-home (DOOH) advertising network across key retail destinations in Riyadh and Jeddah.
As part of the agreement, MMG has launched BackLite KSA, its operating company in the Kingdom, which will manage and commercialize a network of more than 80 digital advertising screens across major shopping and lifestyle destinations. The network will include Westfield Riyadh, Westfield Jeddah, U Walk Riyadh, and U Walk Jeddah.
The collaboration combines MMG’s expertise in technology-driven outdoor advertising with Cenomi Centers’ high-traffic retail portfolio, enabling brands and advertisers to reach premium audiences through a scalable, data-driven digital media platform.
Saudi Arabia represents the GCC’s largest advertising market, and the expansion strengthens MMG’s regional footprint while supporting its broader strategy of building an integrated media platform across the Middle East.
The partners said the initiative will enhance retail media capabilities within Cenomi Centers’ destinations while creating new commercial opportunities for advertisers through immersive digital experiences and advanced audience engagement solutions.
