Watch out for smarter AI-powered billboards on Sheikh Zayed Road from Multiply Media Group
Abu Dhabi-based investment holding company Multiply Group has united three major out-of-home advertising companies to launch Multiply Media Group (MMG).
The UAE-headquartered media group officially launched during the World Out of Home Organisation (WOO) Annual Congress in Mexico City.
So, what does this mean for the existing brands and the out-of-home (OOH) media sector? Fresh investments, innovative solutions on and better synergy across all the companies now working under one roof.
But what does this mean for you? MMG aims to change how we all see ads while travelling around the city. Think personalised messaging about the products and services you genuinely want to learn more about, thanks to new and improved AI and data strategies.
In fact, to celebrate the launch on Thursday June 5, you may have noticed digital billboards simultaneously lighting up as you whizz by on Dubai's Sheikh Zayed Road, a spectacle also appearing across several other cities globally at the same time.
The three big names now under the MMG umbrella – BackLite Media, Viola Media and Media 247 – together manage 3,000 advertising units across the UAE, including over 75 premium sites dotted along Sheikh Zayed Road.
Samia Bouazza, GCEO and Managing Director of Multiply Group, said: 'The launch of Multiply Media Group represents the most significant media consolidations in the UAE. By bringing together market-leading media assets under a single AI and tech-driven group, we are reinforcing our commitment to long-term value creation and shareholder returns.'
James Bicknell, CEO of MMG, added: 'With MMG, we are not simply scaling up – we are scaling intelligently.
'Our mandate is clear: deliver context at scale and reach audiences where it truly matters, when it matters most. MMG is engineered to be agile, data-led and deeply integrated, enabling our clients to engage audiences with greater relevance, responsiveness, and resonance than ever before. This is more than media – it's momentum.'
The new outdoor advertising conglomerate is also eyeing regional and international expansion – watch this space.
Launching 2025. multiply.ae
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