Multiply Media Group (MMG) combines BackLite Media, Viola Media and Media 247 to operate one of the UAE’s premium outdoor portfolios with 3,000 units.
Abu Dhabi-based investment holding company Multiply Group has launched Multiply Media Group (MMG), bringing together three of its leading out-of-home (OOH) media companies—BackLite Media, Viola Media, and Media 247—into a single, unified entity. Headquartered in the UAE, MMG is positioned to become a dominant force in tech-driven media, with ambitions to reshape the media landscape both regionally and globally.
The announcement was made at the World Out of Home Organisation (WOO) Annual Congress in Mexico City, accompanied by a global digital out-of-home (DOOH) campaign that illuminated major cities across the world. The launch highlights Multiply Group’s expanding international footprint, reinforcing its role as a $7.2bn subsidiary of International Holding Company (IHC), the most valuable holding firm in the Middle East with a market cap exceeding $240bn.
Samia Bouazza, GCEO and Managing Director of Multiply Group, said: “The launch of Multiply Media Group represents the most significant media consolidations in the UAE. By bringing together market-leading media assets under a single AI & 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.”
MMG will focus on performance, scale, and strategic partnerships to advance innovation in the OOH media space. The group will target high-potential media investments and foster synergy across its holdings to capitalize on emerging trends, especially the transformative role of AI in advertising.
Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, added: “For several years, Multiply Group’s ambitious growth strategy for the media sector has taken us from an integrated portfolio of three industry leaders to a media powerhouse with vast potential to redefine the entire regional media landscape in ways that will bring immediate impact and long-term value for clients. Through MMG, we stand ready to embrace the emerging trends in our industry, particularly the transformative role of AI, and we will continually look to invest in technologies that enable us to create dynamic and innovative campaigns.”
The scale of MMG includes 3,000 advertising units across the UAE, including 75+ premium assets on Dubai’s Sheikh Zayed Road, which are backed by long-term partnership agreements with the Road and Transport Authority (RTA) (Mada Media) in Dubai and The Department of Municipalities & Transport (DMT) in Abu Dhabi.
James Bicknell, CEO of Multiply Media Group, stated: “Multiply Media Group launches as a transformative force in out of home media — a powerhouse that unites some of the region’s most strategic media assets under one bold vision. With MMG, we are not simply scaling up — we are scaling intelligently. Our mandate is clear: deliver context at scale, and reach audiences where it truly matters, when it matters most. MMG is engineered to be agile, data-led, and deeply integrated, enabling our clients to engage audiences with greater relevance, responsiveness, and resonance than ever before. This is more than media — it’s momentum.”
The launch comes on the heels of two key strategic moves by Multiply Group: a joint venture with Al Arabia (Arabian Contracting Services Company) to invest in global OOH advertising, and a Memorandum of Understanding with Saudi Media Company (SMC). These initiatives reflect Multiply’s broader ambition to extend its media influence beyond the UAE.
In addition to the newly consolidated firms, Multiply Group’s media portfolio includes international players like Yieldmo, a contextual mobile advertising platform, and Firefly, a leading digital Taxi-Top media company in North America. The company also acquired Viola Communications in 2021, strengthening its foundation in integrated marketing and communications.
