Abu Dhabi-based investment holding company Multiply Group has launched Multiply Media Group (MMG) by uniting three major out-of-home advertising firms. This announcement was made during the World Out of Home Organisation (WOO) Annual Congress in Mexico City.

The creation of MMG signals fresh investments and innovative solutions for the out-of-home media sector, enhancing synergy among the companies now operating under one roof. The media group aims to revolutionize the way people interact with advertisements while traveling throughout the city.

MMG intends to offer personalized messaging about products and services that interest audiences, leveraging advanced AI and data strategies. To commemorate this launch on June 5, digital billboards lit up simultaneously along Dubai’s Sheikh Zayed Road, a spectacle mirrored in multiple cities worldwide.

The three companies now part of MMG—BackLite Media, Viola Media, and Media 247—collectively manage 3 000 advertising units across the UAE, including over 75 premium sites along Sheikh Zayed Road.

Samia Bouazza, the GCEO and Managing Director of Multiply Group, emphasized that the launch represents a significant consolidation in the media landscape of the UAE. She stated that unifying market-leading media assets under one AI and tech-driven group reinforces their commitment to long-term value creation and shareholder returns.

James Bicknell, CEO of MMG, remarked that their approach is not just about scaling up, but doing so intelligently. He noted that their mission is to deliver context at scale and effectively reach audiences when it matters most. He described MMG as agile, data-led, and deeply integrated, which allows clients to engage audiences with greater relevance and resonance.

The new outdoor advertising conglomerate is also planning for regional and international expansion, indicating a strategic vision for future growth.