Multiply Group Lights Up the Media Landscape with Launch of UAE Out-of-Home Powerhouse

By uniting BackLite Media, Viola Media, and Media 247 under Multiply Media Group, Multiply Group aims to reshape the future of out-of-home advertising in the UAE and beyond.

In a landmark move for the regional media industry, Multiply Group has officially launched Multiply Media Group (MMG), consolidating three of the UAE’s most prominent out-of-home (OOH) advertising firms — BackLite Media, Viola Media, and Media 247 — under a unified banner. The strategic integration marks a transformative step toward creating a regional media powerhouse poised to lead the evolution of outdoor advertising.

By bringing together these three market leaders, each with its own distinctive strengths, Multiply Media Group signals the dawn of a new era for out-of-home media in the UAE — one defined by innovation, scale, and strategic impact.

A Visionary Move to Reshape Outdoor Media

Multiply Group, known for its forward-thinking investments across disruptive and high-growth sectors, has demonstrated its commitment to the evolving media landscape with the launch of MMG. This consolidation reflects a bold vision to elevate OOH advertising through the synergy of technology, data-driven strategies, and immersive experiences.

“We are lighting up the world with a new kind of media offering — smarter, stronger, and more connected,” said a representative from Multiply Group. “Multiply Media Group brings together three industry pioneers to form one integrated force with the scale and creativity to transform outdoor advertising in the region.”

The Power Trio: Strength in Specialization

• BackLite Media is known for its iconic digital billboards and cutting-edge outdoor placements that have shaped the skyline of the UAE. It has long been a preferred partner for luxury brands and premium campaigns.
• Viola Media brings a legacy of experiential marketing and customized media activations, offering brands a direct line to high-impact audience engagement.
• Media 247, a specialist in transit and transportation advertising, rounds out the trio with its unmatched reach across buses, taxis, and mobile assets throughout the Emirates.

Each of these companies has played a defining role in the UAE’s media landscape. By uniting under MMG, they form a holistic, full-spectrum out-of-home media solution with unmatched geographic coverage, creative versatility, and technological depth.

Building a Media Powerhouse for the Future

As the region experiences rapid growth in infrastructure, tourism, and population, the need for high-impact, scalable, and tech-integrated advertising platforms is greater than ever. MMG is uniquely positioned to serve this demand, offering a network that combines street-level relevance with strategic digital integrations.

The formation of Multiply Media Group not only strengthens Multiply Group’s diversified portfolio — spanning sectors like tech, utilities, and wellness — but also positions MMG as a catalyst for smart cities and next-generation consumer engagement.

Looking ahead, MMG aims to expand its influence beyond the UAE, leveraging its combined expertise to enter new regional markets and pioneer trends in immersive and data-led advertising experiences.

Lighting the Way Forward

With the launch of Multiply Media Group, Multiply Group is not merely creating a media company — it is crafting a visionary platform that brings together creativity, data, and infrastructure to shape how brands connect with consumers in the real world.

This new media conglomerate will continue to illuminate streets, highways, and cityscapes — not just with light, but with stories, ideas, and opportunities. In doing so, MMG is set to become an indispensable part of the UAE’s vibrant commercial and cultural fabric.