In a major move that could reshape the future of outdoor advertising in the UAE, Multiply Group has united three of the region’s most influential out-of-home (OOH) advertising players—BackLite Media, Viola Communications, and Media 247. This strategic collaboration aims to create a powerful media platform, combining digital innovation, widespread billboard access, and years of expertise across the UAE’s key emirates.
This bold consolidation is not just about business growth. It signals a new chapter for how people experience advertising in public spaces—from highways and airports to city centres. It positions Multiply Media Group as a true out-of-home media powerhouse.
A bold vision for Multiply Group out-of-home media dominance
Multiply Media, a subsidiary of Multiply Group PJSC, is known for investing in scalable and profitable media assets. With this recent merger, the company signals its intent to be the number one OOH player not just in the UAE, but potentially across the GCC.
The united front brings together:
- BackLite Media, well-known for its high-visibility digital billboards along Sheikh Zayed Road in Dubai;
- Viola Communications, a key advertising player in Abu Dhabi;
- Media 247, which operates thousands of advertising assets across the UAE.
By combining these networks, Multiply Media now controls a massive footprint of over 5,000 advertising assets, including iconic and premium locations, digital screens, lampposts, unipoles, and more. These span major highways, urban centres, and high-traffic zones.
A media platform driven by data, AI, and integration
What makes this merger stand out isn’t just the size—it’s the technology behind it. The Multiply Group out-of-home media alliance is built around a smart, data-driven platform. The group aims to use AI, real-time analytics, and unified audience measurement tools to deliver more effective and targeted campaigns.
This will allow advertisers to track performance in real-time, adjust messages based on audience engagement, and improve campaign reach across diverse geographies and demographics.
Multiply Group’s CEO, Samia Bouazza, highlighted that this is not just a roll-up of assets. “This is a visionary step towards building the most advanced and unified out-of-home media platform in the UAE,” she said. “Our goal is to use data, creativity, and collaboration to transform how brands connect with audiences outdoors.”
Strength in synergy: Three unique firms, one shared mission
Each of the three companies brings a unique strength to the table:
- BackLite Media has been a leader in digital OOH advertising in Dubai, especially known for its eye-catching displays on Sheikh Zayed Road and Dubai Airport.
- Viola Communications provides strategic media solutions for government and private sectors in Abu Dhabi, with strong ties in public sector marketing.
- Media 247 offers unmatched reach with a network covering more than 2,000 buses and countless outdoor panels throughout the UAE.
Together, their strengths combine into a multi-emirate, multi-channel powerhouse that no other UAE media group currently matches.
Why this merger matters for the UAE’s advertising future
The UAE has always been a forward-looking market, eager to embrace innovation and smart city infrastructure. With Dubai and Abu Dhabi both investing heavily in digital transformation, this merger comes at the right time.
The Multiply Group out-of-home media consolidation is expected to:
- Streamline media buying across the emirates
- Enable cross-emirate campaigns with a single touchpoint
- Improve campaign targeting using unified audience data
- Support smart city goals with real-time, adaptive messaging
Marketers will no longer need to coordinate separately with multiple vendors. Instead, they can tap into one platform that offers cohesive solutions, better campaign ROI, and measurable impact.
Economic potential and investor appeal
Multiply Group’s strategic move is not just good for the marketing industry—it also strengthens its appeal to investors. The group is part of Abu Dhabi’s ADQ-backed ecosystem, and its ability to unlock value through smart consolidation aligns with the UAE’s push for national champions across key sectors.
Industry analysts have called this a “landmark moment” for the out-of-home advertising space, noting that this level of integration could lead to higher efficiency, smarter ad placements, and more global brands choosing the UAE for regional campaigns.
Lighting up the skyline—literally
The new Multiply Media Group officially marked the launch of this mega merger with a coordinated lighting campaign across the UAE’s top billboards, turning iconic locations into shimmering canvases of celebration. The message was clear: a new era of outdoor media has arrived.
From Downtown Dubai to the Corniche in Abu Dhabi, the launch was seen by millions—both residents and tourists. This act itself became a demonstration of the group’s potential power.
Looking ahead: What’s next for Multiply Group out-of-home media
The newly formed media group is expected to focus on:
- Expanding regional reach, including other GCC countries
- Integrating advanced tools for real-time ad bidding and personalization
- Developing partnerships with smart city platforms, tourism boards, and global brands
- Investing in sustainability, including energy-efficient LED panels and green advertising solutions
Multiply Group’s focus is clear: it wants to create an ecosystem, not just an ad network. With a strong portfolio, solid leadership, and a clear tech-driven vision, it seems poised to lead the next wave of advertising innovation in the region.
Conclusion: Multiply Group out-of-home media platform is built to lead
In a rapidly changing media landscape, where digital transformation and smart infrastructure are key, Multiply Group’s move to consolidate three OOH giants makes perfect sense. By bringing together BackLite, Viola, and Media 247, they’ve not only created scale—but also built a foundation for future innovation.
The Multiply Group out-of-home media platform is now one of the most powerful advertising forces in the UAE, offering marketers, brands, and investors a single, intelligent gateway to reach millions across the region.
As the UAE continues to shine as a business and tourism hub, this new media powerhouse is ready to light up the skyline—and the future.
Read More: SunExpress Launches Direct Flights From Amman to Antalya
