Today's Edition
ABU DHABI (ALETIHAD)
Multiply Group, the Abu Dhabi-based investment holding company, has consolidated its media assets under a single unified brand — Multiply Media Group (MMG). The newly launched entity brings together BackLite Media, Viola Media, and Media 247 to form one of the UAE’s largest and most premium out-of-home (OOH) media networks, with over 3,000 advertising units across the country.
The announcement was made at the World Out of Home Organization (WOO) Annual Congress in Mexico City, accompanied by a bold global digital media campaign that lit up cities and screens worldwide.
The launch of MMG represents one of the most significant media consolidations in the UAE. It signals Multiply Group’s broader strategy to redefine the media landscape through scale, innovation, and technology.
Samia Bouazza, Group CEO and Managing Director of Multiply Group, described the move as a pivotal step: “By bringing together market-leading media 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 and forward-looking investment strategy.”
Out-of-home (OOH) media refers to advertising that reaches consumers outside of their homes. This includes formats such as billboards, transit ads, street furniture displays, and digital signage placed in high-traffic public spaces. As traditional media consumption continues to fragment, OOH has remained a resilient and evolving channel for advertisers to reach audiences where they work, commute, and socialise. With MMG, Multiply Group aims to capitalise on this high-impact medium by leveraging data, AI, and strategic partnerships.
MMG’s network includes more than 75 premium assets along Dubai’s Sheikh Zayed Road and benefits from long-term partnerships with major government entities such as Dubai’s Road and Transport Authority (RTA) and Abu Dhabi’s Department of Municipalities and Transport (DMT). These partnerships ensure MMG’s access to high-visibility locations and institutional support as it scales across the region.
James Bicknell, CEO of Multiply Media Group, emphasised the transformative nature of the new venture. “MMG is a powerhouse that unites some of the region’s most strategic media assets under one bold vision. Our mandate is clear: deliver context at scale and reach audiences where it truly matters. MMG is engineered to be agile, data-led, and deeply integrated — enabling our clients to engage audiences with greater relevance and resonance than ever before.”
MMG’s formation also aligns with Multiply Group’s recent strategic partnerships aimed at global expansion. These include a joint venture with Arabian Contracting Services Company (Al Arabia) to invest in international OOH markets, and a memorandum of understanding with Saudi Media Company (SMC). These moves highlight MMG’s potential as a regional launchpad for cross-border media investment.
Jawad Hassan, Head of the Media and Communications Vertical at Multiply Group, noted the group's broader vision: “Multiply Group’s growth strategy has taken us from three integrated companies to a media powerhouse poised to redefine the regional landscape. Through MMG, we are embracing emerging trends such as the transformative role of AI and remain committed to investing in technologies that drive dynamic, innovative campaigns.”
In addition to its core OOH portfolio, Multiply Group’s media holdings include Yieldmo, a contextual mobile advertising platform, and Firefly, a leading digital taxi-top advertising firm in North America. With these assets, MMG is positioned to deliver holistic, multi-channel media solutions both regionally and internationally.
Multiply Group is $7.2 billion investment holding company based in Abu Dhabi. It is part of International Holding Company, the most valuable holding company in the Middle East with a market cap of over $240 billion.
