Multiply Group Launches Multiply Media Group in Major UAE Media Consolidation
Abu Dhabi, 6 June 2025 – Multiply Group, a prominent Abu Dhabi-based investment holding company, has unveiled the formation of Multiply Media Group (MMG), uniting three leading out-of-home (OOH) media companies—BackLite Media, Viola Media, and Media 247—under one pioneering, UAE-based media entity.
The merger of these influential brands into MMG is a pivotal move in the evolution of tech-enabled media within the UAE and sets a trajectory for expansion on a global scale. This consolidation unites significant capabilities and market share, establishing MMG as a media powerhouse both regionally and internationally.
Samia Bouazza, Group CEO and Managing Director of Multiply Group, highlighted the strategic importance of this new entity:
“The launch of Multiply Media Group represents one of the most significant media consolidations in the UAE. By uniting market-leading assets under a single AI and 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.”
MMG made its debut at the World Out of Home Organization Annual Congress in Mexico City, marking the occasion with a global digital out-of-home (DOOH) campaign that illuminated key cities and screens worldwide. This international activation supports Multiply Group’s ongoing expansion, drawing on a portfolio valued at US$7.2 billion and its connection to IHC, the region’s most valuable holding company (market cap: over US$240 billion). MMG aims to capitalize on both regional and international media opportunities by investing in high-potential media assets and leveraging AI and strategic partnerships.
Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, commented:
“Our journey from an integrated media portfolio to a true powerhouse is driven by a strategy focused on performance, innovation and AI. MMG is ready to respond to industry trends and will continue investing in technologies to deliver dynamic, impactful campaigns.”
Currently, MMG operates 3,000 advertising units across the UAE, including over 75 premium assets on Dubai’s Sheikh Zayed Road under extended agreements with local authorities such as the Road and Transport Authority in Dubai and the Department of Municipalities and Transport in Abu Dhabi.
James Bicknell, CEO of Multiply Media Group, stated:
“MMG launches as a transformative force in out-of-home media. We are scaling with intent—data-led, agile and integrated—to help clients reach audiences with greater relevance and impact. This is more than media — it’s momentum.”
The launch of MMG follows a series of strategic moves by Multiply Group, including a joint venture with Arabian Contracting Services Company (Al Arabia) and a Memorandum of Understanding with Saudi Media Company, emphasizing the group’s ambitions for global expansion.
Additional notable investments within Multiply Group’s media portfolio are Yieldmo, a contextual mobile advertising platform, and Firefly, North America’s leading digital taxi-top network, complimenting its 2021 acquisition of Viola Communications.
Team V.4-EM-UAE
