Multiply Media

Multiply Media Group (MMG) is a United Arab Emirates-based media powerhouse launched in June 2025 by the Abu Dhabi investment holding company, Multiply Group. The company was formed through the strategic consolidation of three market-leading out-of-home (OOH) advertising companies: BackLite Media, Viola Media, and Media 247. This merger created one of the most significant media entities in the UAE, designed to shape the future of tech-enabled media in the region and beyond. The Group CEO and Managing Director of the parent Multiply Group is Samia Bouazza, who founded the original entity in 2003 that evolved into the publicly listed investment firm. James Bicknell serves as the CEO of Multiply Media Group.

MMG operates an extensive portfolio of 3,000 advertising units across the UAE, including over 75 premium digital and static assets on Dubai's iconic Sheikh Zayed Road. Its business model is centered on providing data-led, integrated OOH advertising solutions to help clients reach audiences with greater relevance and impact. By leveraging artificial intelligence and strategic partnerships, MMG aims to drive performance and innovation in the media sector. Revenue is generated through the sale of advertising space across its vast network, which includes prime locations secured through long-term agreements with entities like Dubai’s Road and Transport Authority (RTA) and Abu Dhabi’s Department of Municipalities & Transport (DMT).

The launch of MMG signals a strong ambition for global expansion, with plans to capture opportunities in markets such as Saudi Arabia, the UK, Europe, and the U.S. The parent company, Multiply Group, has a diverse $7.2 billion portfolio and is part of IHC, the Middle East's most valuable holding company, providing a solid foundation for MMG's international growth strategy. Strategic moves, including a joint venture with Arabian Contracting Services Company (Al Arabia) and a Memorandum of Understanding with Saudi Media Company, underscore its expansion plans. MMG's investments also extend to other related tech companies, including the contextual mobile advertising platform Yieldmo and North America's digital taxi-top network, Firefly.

Keywords: out-of-home advertising, OOH media, digital out-of-home, DOOH, media consolidation, advertising technology, UAE media, AI in advertising, data-driven advertising, global media, strategic media investment, BackLite Media, Viola Media, Media 247, Multiply Group, programmatic advertising, media powerhouse, Middle East media, ad-tech platforms, media synergies