Multiply Group has launched Multiply Media Group (MMG), bringing together three of the UAE’s major out-of-home (OOH) advertising companies, BackLite Media, Viola Media, and Media 247, under one umbrella. Announced at the World Out of Home Organization’s Annual Congress in Mexico City, the move creates one of the UAE’s largest media platforms, with more than 3,000 advertising assets across the country, including prime sites along Sheikh Zayed Road in Dubai.
Headquartered in Abu Dhabi, MMG will serve as Multiply Group’s dedicated vehicle for media investments and expansion. The company stated that the group is designed to scale internationally, with plans to enter markets in Saudi Arabia, the UK, Europe, and the US. With backing from parent company Multiply Group, valued at $7.2 billion and part of International Holding Company (IHC), the region’s largest listed conglomerate, MMG is positioned to compete globally while maintaining strong roots in the UAE.
MMG’s focus will be on performance-led, data-driven OOH advertising powered by AI and advanced audience analytics.
The launch comes as Multiply Group steps up its media ambitions. In recent months, the company has signed a joint venture agreement with Saudi-listed Al Arabia to invest in global out-of-home (OOH) opportunities, as well as a memorandum of understanding with Saudi Media Company to collaborate on AI-powered advertising solutions.
MMG also builds on earlier moves, including Multiply’s 2021 acquisition of Viola Communications and investments in US-based Firefly, which operates digital screens on taxis, and Yieldmo, a mobile advertising platform. These investments form part of Multiply’s strategy to grow self-sustaining verticals in high-growth sectors, including media and wellness, as well as utilities and mobility.
Multiply Group reported a strong start to the year, with first-quarter EBITDA rising 19% year-on-year to Dh572 million and operating revenue up 50%. The company says MMG will play a key role in future growth by capturing demand for smarter, tech-enabled media in both regional and international markets.
