Abu Dhabi-based investment firm Multiply Group has brought together three leading out-of-home advertising companies to form Multiply Media Group (MMG), a new entity focused on AI-powered media innovation. This significant launch took place during the World Out of Home Organisation (WOO) Annual Congress held in Mexico City.
The consolidation promises fresh capital infusion, enhanced technological solutions, and streamlined collaboration across BackLite Media, Viola Media, and Media 247—all now operating under the MMG banner. Collectively, these companies manage a vast portfolio of 3,000 advertising units throughout the UAE, including over 75 premium digital billboard locations on Dubai’s iconic Sheikh Zayed Road.
For commuters and city dwellers, MMG’s integration of advanced AI and data analytics means advertisements will become far more personalized and contextually relevant, delivering messages that truly resonate with individual interests as they travel through the city. The company marked its launch on June 5 with synchronized digital billboard displays lighting up simultaneously along Sheikh Zayed Road and in other major global cities.
Samia Bouazza, GCEO and Managing Director of Multiply Group, described this merger as one of the UAE’s most impactful media consolidations. She emphasized that bringing market-leading media assets together under an AI-centric, tech-driven platform is key to driving sustainable value and maximizing shareholder returns.
James Bicknell, MMG’s CEO, highlighted the group’s intelligent scaling approach, focusing on delivering targeted, timely, and relevant audience engagement. “MMG is designed to be agile data-led and deeply integrated allowing clients to connect with audiences with unmatched precision and impact,” he said.
Looking ahead, MMG aims to expand its footprint both regionally and internationally, setting new standards for the out-of-home advertising industry.
