2PointZero Group's Multiply Media Group is entering Saudi Arabia's digital out-of-home advertising market through BackLite KSA, a new operating company tied to a partnership with Cenomi Centers.

The announcement said BackLite KSA will manage and commercialise a digital screen network across retail and lifestyle destinations in Riyadh and Jeddah.

The disclosed plan gives MMG a Saudi operating platform, but it does not include contract values, revenue targets or campaign commitments from advertisers.

BackLite KSA Starts With More Than 80 Screens

The company said BackLite KSA will start with a screen estate of more than 80 units in Riyadh and Jeddah.

The named sites are Westfield Riyadh, Westfield Jeddah, U Walk Riyadh and U Walk Jeddah.

Jawad Hassan, head of the media and communications vertical at 2PointZero Group, said the partnership gives BackLite KSA access to a portfolio of prominent destinations from the outset.

He described Saudi Arabia as central to the group's regional growth plans.

The network is being built for retail and lifestyle destinations rather than conventional roadside billboard sites.

The announcement described the network as premium digital out-of-home advertising, with brands and agencies using screens in high-footfall retail locations.

Cenomi Centers Adds Retail Locations To The Platform

Multiply Media Group said the partnership combines its technology-enabled out-of-home media operations with Cenomi Centers' retail destinations.

The companies said the network is intended to give brands, agencies and advertisers access to retail audiences through a scalable and data-driven advertising platform.

James Bicknell, group chief executive of Multiply Media Group, said the BackLite KSA launch brings MMG's premium technology-enabled out-of-home media into Saudi Arabia.

Cenomi Centers chief executive Alison Rehill-Erguven said the partnership adds premium digital media to the company's destinations as it develops connected lifestyle ecosystems.

The companies did not provide audience measurement methodology, pricing, occupancy targets, advertiser names or expected launch dates for individual screens.

Those gaps leave the announcement as a platform-entry and location-access story rather than evidence of booked advertising demand.

Saudi Expansion Extends 2PointZero's Media Footprint

The announcement describes Saudi Arabia as the GCC's largest advertising market and says the partnership marks MMG's entry into that market.

It also names BackLite KSA as MMG's operating company in the Kingdom.

The expansion is source-owned company material rather than independently verified market data, so the commercial claims remain attached to MMG, 2PointZero and Cenomi Centers.

The companies did not disclose contract value, screen installation timetable, signed advertiser campaigns, utilisation targets or revenue expectations for BackLite KSA.