Multiply Media Group Acquires London Lites, Strengthening OOH Advertising Presence – Friday, November 28, 2025

Multiply Media Group has announced its acquisition of London Lites, further strengthening its position in the out-of-home (OOH) advertising sector. This strategic move underscores the ongoing consolidation trend within the industry, although the financial terms of the deal remain undisclosed.

Who should care: DOOH network operators, digital signage program managers, ad-tech platform leaders, display technology decision-makers, and out-of-home advertising teams.

What happened?

Multiply Media Group, a leading entity in the OOH advertising arena, has acquired London Lites to broaden its market presence and enhance its service capabilities. Although specific details about London Lites’ core competencies or portfolio were not shared, the acquisition is anticipated to strengthen Multiply Media Group’s competitive position by expanding its range of offerings. This move aligns with a broader industry pattern where companies pursue mergers and acquisitions to create more integrated and comprehensive advertising solutions, thereby increasing their market share.

The deal highlights a strategic effort to capitalize on synergies and extend reach, particularly within the UK market where London Lites operates. This regional focus suggests Multiply Media Group aims to deepen its influence and operational capacity in a key geographic area. While the financial terms remain confidential, the acquisition signals a deliberate step toward consolidating resources and capabilities in a rapidly evolving OOH landscape.

Overall, this transaction exemplifies how consolidation is reshaping the OOH sector, as players seek to adapt to shifting advertiser demands and technological advancements. By incorporating London Lites, Multiply Media Group positions itself to offer advertisers more robust and versatile solutions, setting the stage for future growth and innovation.

Why now?

The timing of this acquisition reflects a wider industry trend toward consolidation as OOH companies respond to changing market dynamics. Over the past 18 months, there has been a marked shift toward expanding experiential advertising divisions and integrating digital technologies into traditional OOH formats. Multiply Media Group’s acquisition of London Lites is a strategic response to these shifts, aimed at enhancing its service portfolio and capturing a larger share of advertising budgets.

As the OOH sector continues to evolve with increasing digital integration and demand for immersive experiences, such acquisitions become essential for companies seeking to maintain relevance and competitive advantage. This move positions Multiply Media Group to better meet advertiser expectations and adapt to the fast-changing landscape.

So what?

This acquisition signals a continuation of the consolidation trend in the OOH industry, likely resulting in fewer but more dominant players. For advertisers, this could translate into more competitive pricing and access to innovative, integrated service offerings as companies strive to differentiate themselves. Strategically, Multiply Media Group is positioning itself to provide a comprehensive suite of OOH solutions, appealing to clients seeking seamless digital and traditional advertising campaigns.

Operationally, the deal may prompt a reassessment of existing partnerships and a stronger emphasis on digital integration across networks. For stakeholders, this means adapting to a marketplace where scale and technological capability are increasingly critical to success.

What this means for you:

• For DOOH network operators: Consider strategic partnerships or acquisitions to maintain competitiveness in a consolidating market.
• For ad-tech platform leaders: Explore integration opportunities with larger OOH networks to broaden your service offerings.
• For display technology decision-makers: Assess technology upgrades that support enhanced digital and experiential advertising solutions.

Quick Hits

• Impact / Risk: Increased competition may pressure smaller OOH firms to consolidate or innovate to survive.
• Operational Implication: Companies should reassess market strategies and partnerships to align with evolving industry dynamics.
• Action This Week: Review your current market positioning and evaluate potential partnerships or acquisitions to strengthen your competitive edge.