Abu Dhabi-based Multiply Group has announced the launch of Multiply Media Group (MMG), consolidating three major out-of-home (OOH) advertising firms, BackLite Media, Viola Media, and Media 247, into one UAE-based powerhouse. This move marks one of the biggest media consolidations in the country, aimed at driving innovation through AI and technology.
MMG was unveiled at the World Out of Home Organization Congress in Mexico City, accompanied by a global DOOH campaign across major cities, reinforcing Multiply’s international ambitions. With a US$7.2 billion portfolio and links to IHC, the region’s most valuable holding company, Multiply is positioning MMG for growth both regionally and globally.
CEO of Multiply Group, Samia Bouazza, emphasized that MMG strengthens long-term shareholder value and sets the foundation for global expansion through AI-driven strategies and strategic partnerships. Jawad Hassan, Head of Media and Communications at Multiply, noted MMG’s evolution from a media portfolio to a performance-focused, innovation-led entity.
Currently, MMG operates 3,000 advertising units across the UAE, including over 75 premium assets on Sheikh Zayed Road, secured through long-term deals with the Dubai RTA and Abu Dhabi’s Department of Municipalities and Transport.
James Bicknell, CEO of MMG, described the launch as transformative, highlighting MMG’s focus on agility, data, and relevance to deliver high-impact campaigns.
The Multiply Group launch also follows a joint venture with Arabian Contracting Services Company (Al Arabia) and an MoU with Saudi Media Company, both part of Multiply Group’s regional growth strategy.
Multiply’s media investments also include Yieldmo, a contextual mobile ad platform, and Firefly, North America’s leading digital taxi-top network. Viola Communications was acquired in 2021.
