Multiply Group, an Abu Dhabi-based investment holding company, has launched Multiply Media Group (MMG), uniting three leading out-of-home (OOH) advertising companies — Backlight Media, Viola Media, and Media247 — under one transformative media entity. Headquartered in the UAE, this consolidation signals a bold stride toward redefining the future of tech-enabled media, both regionally and globally.
Unveiled during the WOO Annual Meeting in Mexico City, MMG combines scale, AI, and strategic innovation to lead the evolution of OOH advertising. The move is not just about merging companies but about reshaping how outdoor media operates in an AI-driven future.
Key Highlights and Strategic Objectives
1. Major Media Consolidation Under Multiply Group
- MMG combines three of the UAE’s top OOH companies into a unified platform.
- This is one of the largest media consolidations in the region, aimed at maximizing scale and efficiency.
- Establishes a strategic media hub under the Multiply Group umbrella, backed by a $7.2 billion market cap and support from parent company IHC ($240B market cap).
“MMG provides a solid foundation for our global ambitions and forward-thinking investment strategy.”
— Samia Bouazza, CEO & MD, Multiply Group
2. AI-Powered, Technology-Driven Growth Engine
- MMG is designed to leverage AI for smarter campaign execution, data analysis, and contextual relevance in outdoor advertising.
- Focus areas include:
- Real-time campaign optimization
- Audience targeting based on location and behavior
- Predictive analytics for better ROI
“With MMG, we’re not just scaling, we’re scaling strategically.”
— James Bicknell, CEO, Multiply Media Group
3. Unmatched Market Reach and Media Assets
- MMG controls:
- 3,000+ advertising units across the UAE
- 75+ premium placements on Sheikh Zayed Road
- Backed by exclusive long-term partnerships with:
- Dubai RTA (Mada Media)
- Abu Dhabi DMT
This reach positions MMG as the leading OOH player in the region, with deep urban integration and expansive visibility.
4. Strategic Partnerships & Global Expansion
- MMG’s formation follows strategic deals aimed at regional and global expansion, including:
- Joint Venture with Al Arabia (Arabian Contracting Services Company) for international OOH investment.
- Memorandum of Understanding (MoU) with Saudi Media Company (SMC) for regional media collaboration.
These partnerships enhance Multiply Group’s ability to scale media influence beyond UAE borders.
5. Synergies Across Multiply Group’s Media Portfolio
- MMG will integrate with other Multiply-owned media brands, enabling cross-platform innovation:
- Yieldmo – a U.S.-based contextual mobile ad platform.
- Firefly – North America’s top digital taxi media company.
- Viola Communications – acquired by Multiply in 2021, now embedded into MMG.
This ecosystem offers advertisers omnichannel capabilities and consolidated access to high-impact media assets globally.
Strategic Vision: Innovation, Context, and Audience Relevance
“Our mission is clear — deliver context with scale, to reach audiences when and where it matters most.”
— James Bicknell
MMG’s core proposition is rooted in:
- Contextual storytelling
- Audience-first thinking
- Technology integration to enable better measurement, creativity, and responsiveness
The goal is to transform OOH into a smarter, more responsive media channel that aligns with the changing behaviors of consumers in smart cities.
With the formation of Multiply Media Group, Multiply Group has redefined its role in the advertising ecosystem — not merely as an investor but as an architect of the region’s media future. Backed by scale, data, and strategic alliances, MMG is poised to become a dominant force in AI-powered, out-of-home advertising, setting new benchmarks for relevance, reach, and return.
As global and regional interest in contextual, measurable advertising grows, MMG’s approach — blending innovation with integration — could very well become the blueprint for future media conglomerates.
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