Abu Dhabi-based investment holding company Multiply Group has officially launched Multiply Media Group (MMG), uniting three of its top out-of-home (OOH) media companies—BackLite Media, Viola Media, and Media 247—into a cohesive entity. With its headquarters in the UAE, MMG is set to become a significant player in tech-driven media, aiming to transform the media landscape both regionally and globally.

This announcement was made during the World Out of Home Organisation (WOO) Annual Congress in Mexico City, coinciding with a global digital out-of-home (DOOH) campaign that lit up major cities worldwide. The launch underscores Multiply Group’s expanding international presence, solidifying its position as a $7.2 billion subsidiary of International Holding Company (IHC), the most valuable holding firm in the Middle East, boasting a market cap exceeding $240 billion.

Samia Bouazza, GCEO and Managing Director of Multiply Group, stated: “The launch of Multiply Media Group marks one of the most significant media consolidations in the UAE. By integrating market-leading media assets into a single AI and tech-driven group, we are reinforcing our commitment to long-term value creation and shareholder returns. MMG establishes a robust foundation for our global aspirations and forward-thinking investment strategy.”

MMG will prioritize performance, scalability, and strategic partnerships to foster innovation in the OOH media sector. The group aims to target high-potential media investments and create synergies across its holdings to leverage emerging trends, particularly the transformative impact 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 in the media sector has evolved from an integrated portfolio of three industry leaders to a media powerhouse with immense potential to redefine the regional media landscape. Through MMG, we are poised to embrace emerging trends, especially the transformative role of AI, and we will continuously seek to invest in technologies that empower us to create dynamic and innovative campaigns.”

The scale of MMG encompasses 3,000 advertising units across the UAE, including over 75 premium assets located on Dubai’s Sheikh Zayed Road. These assets are supported by long-term partnership agreements with the Road and Transport Authority (RTA) in Dubai and The Department of Municipalities & Transport (DMT) in Abu Dhabi.

James Bicknell, CEO of Multiply Media Group, remarked: “Multiply Media Group emerges 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 just scaling up; we are scaling intelligently. Our mission is clear: deliver context at scale and reach audiences where it truly matters, when it matters most. MMG is designed to be agile, data-driven, 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.”