Abu Dhabi: Multiply Group, the Abu Dhabi-based investment holding entity, has announced the launch of Multiply Media Group (MMG), a significant consolidation of three prominent out-of-home (OOH) companies into a single UAE-based media entity.
According to Emirates News Agency, the integration of BackLite Media, Viola Media, and Media 247 into MMG marks a pivotal advancement in the tech-enabled media landscape within the UAE and potentially on a global scale. Samia Bouazza, Group CEO and Managing Director of Multiply Group, emphasized the significance of this consolidation, noting its potential for long-term value creation and enhancement of shareholder returns. She stated that MMG establishes a strong base for the group's global ambitions.
The official unveiling of MMG occurred at the World Out of Home Organization Annual Congress in Mexico City, complemented by a global digital out-of-home (DOOH) campaign that illuminated key cities and screens worldwide. This initiative is in line with Multiply Group's expanding international footprint. With a substantial US$7.2 billion portfolio and as part of IHC, the Middle East's most valuable holding company with a market cap exceeding US$240 billion, MMG is strategically positioned to explore regional and international media prospects.
The group's strategy involves investing in high-potential media assets, fostering innovation, and creating synergies across its portfolio, supported by AI and strategic collaborations. Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, highlighted the group's evolution from an integrated media portfolio to a comprehensive media powerhouse, driven by a focus on performance, innovation, and AI.
MMG currently oversees 3,000 advertising units within the UAE, including over 75 premium assets on Dubai's Sheikh Zayed Road, secured through long-term agreements with the Road and Transport Authority in Dubai and the Department of Municipalities and Transport in Abu Dhabi.
James Bicknell, CEO of Multiply Media Group, described MMG's launch as a transformative force in the OOH media sector. He emphasized the group's commitment to leveraging data-led strategies to enhance client-audience engagement with greater relevance and impact.
The MMG launch builds on strategic developments such as a joint venture with Arabian Contracting Services Company (Al Arabia) and a Memorandum of Understanding with Saudi Media Company, reflecting the group's global expansion strategy. Additionally, Multiply Group's media investments include Yieldmo, a contextual mobile advertising platform, and Firefly, North America's leading digital taxi-top network. The company also acquired Viola Communications in 2021.
