Multiply Group Launches Multiply Media Group To Unite Leading Out-of-Home Companies In The UAE

Multiply Group, an investment holding firm based in Abu Dhabi, has introduced Multiply Media Group (MMG). This new entity merges three prominent out-of-home (OOH) companies in the UAE: BackLite Media, Viola Media, and Media 247. The consolidation aims to shape the future of tech-enabled media both locally and internationally.

The launch of MMG was announced at the World Out of Home Organization Annual Congress in Mexico City. It was accompanied by a global digital out-of-home (DOOH) campaign that illuminated key cities worldwide. This initiative aligns with Multiply Group's expanding international footprint.

With a portfolio valued at US$7.2 billion, MMG is part of IHC, the Middle East's most valuable holding company with a market cap exceeding US$240 billion. The group plans to invest in high-potential media assets, fostering innovation and creating synergies across its portfolio through AI and strategic partnerships.

James Bicknell, CEO of Multiply Media Group, stated, "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."

Samia Bouazza, Group CEO and Managing Director of Multiply Group, highlighted the significance of this merger: "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."

Currently operating 3,000 advertising units across the UAE, MMG includes over 75 premium assets on Dubai’s Sheikh Zayed Road. These operate under long-term agreements with Dubai's Road and Transport Authority and Abu Dhabi's Department of Municipalities and Transport.

Global Partnerships and Collaborations

The establishment of MMG follows strategic moves such as a joint venture between Multiply Group’s media vertical and Arabian Contracting Services Company (Al Arabia), along with a Memorandum of Understanding with Saudi Media Company. These initiatives underscore the group's strategy for global expansion.

Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, remarked on their journey: "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."

Multiply Group's media investments extend beyond local borders. They include Yieldmo, a contextual mobile advertising platform, and Firefly, North America’s leading digital taxi-top network. The acquisition of Viola Communications in 2021 further strengthened their portfolio.

The formation of MMG marks a pivotal moment for Multiply Group as it seeks to leverage technology-driven strategies for growth in the media sector both regionally and globally.

With inputs from WAM