Multiply Group, a prominent Abu Dhabi-based investment holding company, has officially launched Multiply Media Group (MMG), consolidating three leading out-of-home (OOH) advertising firms—BackLite Media, Viola Media, and Media 247—under one banner.
Announced at the World Out of Home Organization Annual Congress in Mexico City, this strategic consolidation is viewed as one of the UAE’s most significant media sector mergers, aiming to position MMG as a global leader in tech-driven, AI-powered advertising.
Samia Bouazza, Group CEO and Managing Director of Multiply Group, said:
“The launch of Multiply Media Group represents one of the most significant media consolidations in the UAE. By uniting market-leading assets under a single AI and tech-driven group, we are reinforcing our commitment to long-term value creation and shareholder returns. MMG lays a strong foundation for our global ambitions.”
The launch was accompanied by a global digital out-of-home (DOOH) campaign lighting up major cities and digital screens worldwide, reflecting Multiply Group’s growing international reach. Backed by a US$7.2 billion portfolio and a connection to International Holding Company (IHC)—the Middle East’s most valuable holding firm with a market cap exceeding US$240 billion—MMG aims to unlock both regional and global media opportunities.
Jawad Hassan, Head of the Media and Communications Vertical at Multiply Group, emphasized MMG’s strategic edge:
“Our journey from an integrated media portfolio to a true powerhouse is driven by a strategy focused on performance, innovation and AI. MMG is ready to respond to industry trends and will continue investing in technologies to deliver dynamic, impactful campaigns.”
Currently, MMG manages over 3,000 advertising units across the UAE, including more than 75 premium assets along Dubai’s Sheikh Zayed Road. These operate under long-term agreements with central authorities, including Dubai’s Road and Transport Authority (RTA) and Abu Dhabi’s Department of Municipalities and Transport (DMT).
James Bicknell, CEO of Multiply Media Group, added:
“MMG launches as a transformative force in out-of-home media. We are scaling with intent—data-led, agile and integrated—to help clients reach audiences with greater relevance and impact. This is more than media — it’s momentum.”
The formation of MMG follows other strategic media developments by Multiply Group, including a joint venture with Saudi Arabia’s Al Arabia (Arabian Contracting Services Company) and a Memorandum of Understanding (MoU) with Saudi Media Company, signaling deeper regional integration and international growth.
Multiply Group’s media portfolio also includes stakes in Yieldmo, a contextual mobile advertising platform, and Firefly, the leading digital taxi-top network in North America. The company acquired Viola Communications in 2021 as part of its long-term growth strategy.
With MMG now fully operational, the UAE’s OOH media landscape is poised for a new era of innovation, integration, and international expansion.
–Input WAM
