Business

Multiply Group (ADX: MULTIPLY), the Abu Dhabi-based investment holding company, has officially launched Multiply Media Group (MMG), bringing together three of its leading out-of-home (OOH) media subsidiaries—BackLite Media, Viola Media, and Media 247—to form one of the UAE’s largest and most technologically advanced media platforms.

Launched during the World Out of Home Organization (WOO) Annual Congress in Mexico City, MMG aims to redefine the region's media industry by leveraging innovation, artificial intelligence, and strategic partnerships. The move marks one of the UAE’s most significant media consolidations, paving the way for global expansion into key markets, including Saudi Arabia, the UK, Europe, and the United States.

With a portfolio of over 3,000 advertising units across the UAE, including 75+ premium assets on Dubai’s Sheikh Zayed Road, MMG is positioned to become a transformative force in the global media landscape. These assets are supported by long-term partnerships with key government entities such as Dubai’s Road and Transport Authority (RTA) and Abu Dhabi’s Department of Municipalities and Transport (DMT).

Samia Bouazza, Group CEO and Managing Director of Multiply Group, described the launch as a pivotal step in the company’s forward-looking investment strategy:

“The launch of Multiply Media Group represents the most significant media consolidation in the UAE. By unifying top-tier media assets under a single AI- and tech-driven entity, we are reinforcing our commitment to long-term value creation and shareholder returns.”

The debut of MMG was accompanied by a global digital out-of-home (DOOH) takeover, lighting up major cities and screens around the world, showcasing Multiply Group’s bold ambitions to become a global media leader. The holding company, valued at $7.2 billion, is part of International Holding Company (IHC), the Middle East’s most valuable holding firm with a market capitalization exceeding $240 billion.

Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, emphasized MMG’s strategic vision:

“MMG is set to embrace the evolving trends of the media industry, particularly the transformative power of AI. We will continue to invest in technologies that allow us to deliver innovative, targeted, and high-impact campaigns for our clients.”

The company’s media holdings also extend beyond the UAE, including stakes in Yieldmo, a U.S.-based contextual mobile ads platform, and Firefly, North America’s leading digital taxi-top advertising firm. The group’s acquisition of Viola Communications in 2021 further expanded its reach across integrated marketing and communications.

James Bicknell, CEO of Multiply Media Group, described MMG as a "transformative force in out-of-home media":

“With MMG, we are not just scaling — we are scaling intelligently. Our goal is to deliver context at scale, reaching audiences where it truly matters, when it matters most. MMG is built to be agile, data-driven, and seamlessly integrated.”

The formation of MMG follows two key strategic moves: a joint venture with Arabian Contracting Services Company (Al Arabia) to explore out-of-home (OOH) opportunities globally, and a Memorandum of Understanding (MoU) with Saudi Media Company (SMC)—further positioning the Multiply Group as a major player in international media investment and innovation.

With its consolidated strength, expansive portfolio, and forward-focused leadership, Multiply Media Group is set to drive a new era in media, regionally and globally.

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