Multiply Media Group

What Multiply Media Group does

Multiply Media Group (MMG) is a Dubai-headquartered Out-of-Home (OOH) advertising company that consolidates premium DOOH inventory across the UAE, United Kingdom, and Saudi Arabia under a single group. Formed in June 2025 as a subsidiary of Abu Dhabi-listed Multiply Group (2PointZero Group, ADX: MULTIPLY) and consolidated within IHC's $240B+ ecosystem, MMG operates 3,000+ advertising units through its core subsidiaries — BackLite Media (UAE/London premium OOH), BackLite UK (85+ iconic London locations including The Landmark Series), Viola Media (85% Abu Dhabi market coverage), Media 247 (70+ high-impact assets with exclusive Dubai International Airport rights), Purple Printing (integrated printing), and BackLite KSA (80+ screens in Saudi retail destinations). Its primary customer base is luxury and premium brand advertisers — Burberry, Gucci, Dior, Bvlgari, Boucheron, Tom Ford, BMW, Franck Muller, Tissot — and the international advertising agencies representing them, with operations supported by long-term concessions from Dubai's RTA and Abu Dhabi's DMT.

The group's core technology platform is MMG Nova, a centralized AI-powered system that integrates sales, operations, and finance across the network. Capabilities include dynamic pricing and yield optimization by daypart/season, predictive asset performance modeling, automated proof-of-play validation, real-time screen health monitoring, and prescriptive recommendations for fill-rate risk mitigation. Display technology is delivered through a global partnership with Daktronics (10mm Outdoor Blue LED, including the first UK installation of Premium Outdoor 10mm LED at Wandsworth Roundabout), and the network supports programmatic DOOH (pDOOH) buying with real-time contextual triggers (weather, traffic, time-of-day). Research-backed differentiation comes from a pioneering emotional impact and brand lift study conducted with Nielsen and Publicis Media Luxe, which quantified 80% campaign recall, 68% purchase intent uplift, and 95% intent to act for premium DOOH exposure at The Dubai Gateway.

MMG generates revenue primarily through advertising sales across its portfolio — direct enterprise bookings from luxury brands and agency-mediated purchases — with a growing programmatic DOOH component. Pricing is negotiated per campaign based on location, duration, format, and audience reach and is not publicly disclosed. Distribution is handled through dedicated direct sales teams within each subsidiary, led by Group CCO Ahmed Emam and Head of International Sales Sal Daoud, and supported by long-term infrastructure partnerships (Wildstone in the UK, Cenomi Centers in Saudi Arabia). The group's strategy emphasizes geographic expansion, premium-only positioning (the 'Desirable by Design®' design philosophy), and evidence-based ROI frameworks to justify OOH spend in a category historically challenged by measurement transparency.

Name

Multiply Media Group

Legal name

Multiply Media Group

Website

https://mmg.global

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

101–250 employees

Short description

Multiply Media Group is a Dubai-based Out-of-Home advertising company operating 3,000+ premium DOOH units across the UAE, UK, and Saudi Arabia through subsidiaries BackLite Media, BackLite UK, Viola Media, Media 247, and BackLite KSA, serving luxury brand advertisers via direct sales and its AI-powered MMG Nova platform.

Ownership category

akta.pro rank

Product category

Out-of-Home Advertising

NAICS

Media Representatives (541840), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

akta.pro secondary industry

Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN)

Keywords

• Out-of-home advertising
• Digital out-of-home
• Premium media inventory
• Luxury brand advertising
• Programmatic DOOH

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Operations, Technology or R&D, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Out-of-Home Advertising Sales: MMG generates revenue by selling advertising space across its portfolio of OOH and DOOH assets across the UAE, UK, and Saudi Arabia. Revenue is derived from both direct brand bookings and agency-mediated purchases, with growing programmatic DOOH transactions. The portfolio includes 3,000+ advertising units across premium locations including Sheikh Zayed Road in Dubai and central London.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

Multiply Media Group (MMG) is an Out-of-Home (OOH) media company that sells premium advertising space across a portfolio of 3,000+ digital and static advertising units in the UAE, UK, and Saudi Arabia. It operates through subsidiaries including BackLite Media, BackLite UK, Viola Media, and Media 247, targeting luxury and premium brand advertisers through direct sales and agency relationships, with growing programmatic DOOH capabilities.

Product overview

Multiply Media Group (MMG) is an Out-of-Home media powerhouse operating as a portfolio of distinct brands and platforms. The core portfolio includes BackLite Media (UAE and London premium OOH), BackLite UK (85+ UK locations targeting luxury advertisers), Viola Media (Abu Dhabi market leader with 85% coverage), Media 247 (70+ assets including Dubai Airport exclusive rights), and Purple Printing (integrated printing services). Supporting infrastructure includes MMG Nova, an AI-powered internal platform for centralized operations, sales, and analytics. Premium product lines include The Landmark Series (luxury-focused UK sites) and The Dubai Gateway flagship asset. Services extend to industry research publications (SpotLite) and behavioral studies on OOH effectiveness conducted with Nielsen and Publicis Media Luxe. The group also operates programmatic DOOH capabilities and data-driven audience measurement across its networks.

Differentiator

Problem solved

Functional benefit

Brands

• BackLite Media: Leading Out-of-Home media company operating across the UAE and London, renowned for premium locations and iconic, design-led advertising solutions with philosophy called Desirable by Design®
• BackLite UK
• Viola Media
• Media 247
• Purple Printing
• BackLite KSA
• SpotLite
• MMG Nova

Products and services

• BackLite Media Premium Out-of-Home media company operating across the UAE and London, featuring iconic design-led advertising solutions including The Dubai Gateway on Sheikh Zayed Road. Operates under the Desirable by Design philosophy, targeting luxury and premium brand advertisers.
• BackLite UK Large-format digital OOH media company spanning 85+ iconic locations across the UK, strategically positioned within London's most influential retail, cultural, and transport locations, targeting luxury brand advertisers.
• Viola Media Abu Dhabi's leading OOH media company offering 85% market coverage in the UAE capital with over 20 years of industry experience, partnering with agencies and brands for flexible, scalable campaigns.
• Media 247 Premium outdoor advertising provider with 70+ high-impact assets including hoardings, unipoles, wall backlits, glass graphics, and digital OOH formats. Holds exclusive rights at Dubai International Airport and operates the largest fleet of official RTA Transit Media.
• Purple Printing Integrated printing solutions company providing large-format digital printing, finishing, fabrication, and installation services for OOH campaigns across the UAE.
• The Landmark Series Premium collection of large-format digital OOH sites targeting luxury advertisers in central London, including The Knightsbridge, The Cube @ Flannels, Shoreditch Stack, and Wandsworth Roundabout.
• The Dubai Gateway Flagship digital billboard landmark on Sheikh Zayed Road in Dubai featuring gold lattice frame design, backed by research demonstrating 80% campaign recall and 68% purchase intent uplift for luxury DOOH campaigns.
• The Helix MMG's network of four digital screens designed and operated as a single cohesive system, supporting programmatic audience buying and real-time content adaptation across the network.
• SpotLite Flagship publication for the Out-of-Home media industry featuring perspectives from media, technology, luxury brands, agencies, and the wider OOH ecosystem, including market analysis and campaign showcases.
• BackLite KSA Operating company managing digital advertising screens in Saudi Arabia through partnership with Cenomi Centers, deploying 80+ digital screens across major retail destinations in Riyadh and Jeddah for luxury and premium brand advertisers entering the Saudi market.
• Emotional Impact Research Pioneering qualitative and quantitative research service conducted with Nielsen and Publicis Media Luxe, measuring emotional impact, brand lift, and behavioral intent of premium OOH campaigns for luxury brand advertisers.

Quantifiable outcome

• 80% campaign recall within 7 days of exposure to premium DOOH on The Dubai Gateway
• +4 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature4 records

Partnerships

14 partnerships are on record, tiered core, major and strategic.

• Cenomi CenterscoreStrategic or Co-development Partner · 1 July 2026MMG entered the Saudi Arabian market through a strategic partnership with Cenomi Centers, establishing BackLite KSA as the operating company. The partnership deploys over 80 digital advertising screens across four major retail and lifestyle destinations in Riyadh and Jeddah, including Westfield Riyadh, Westfield Jeddah, U Walk Riyadh, and U Walk Jeddah. This marks MMG's expansion into the GCC's largest market, combining MMG's technology-enabled advertising operations with Cenomi Centers' retail portfolio.
• WildstonecoreStrategic or Co-development Partner · 1 January 2025MMG entered a landmark long-term partnership with Wildstone (world's largest owner of outdoor advertising infrastructure with 5,400+ panels) giving MMG exclusive rights to operate and commercialize premium DOOH sites in central London. The partnership includes 11+ super-premium assets acquired from Transport for London, managed and operated by BackLite UK. Assets include Wandsworth Roundabout, The Knightsbridge (Piccadilly Underpass), and other locations across prime central London. Wildstone owns the physical infrastructure while BackLite UK handles all media sales. The companies are jointly refurbishing sites to luxury specification using Daktronics LED displays.
• NielsenmajorStrategic or Co-development Partner · 1 January 2025BackLite Media conducted a pioneering emotional impact and brand lift study with research partner Nielsen, evaluating how premium DOOH placement influences brand perception, recall, and behavioral intent. The study combined quantitative measurement with qualitative focus groups involving luxury shoppers and High-Net-Worth individuals in Dubai, producing evidence-based metrics (80% campaign recall, 68% purchase intent uplift) for premium OOH effectiveness.
• Publicis Media LuxemajorStrategic or Co-development Partner · 1 January 2025BackLite Media collaborated with Publicis Media Luxe on the emotional impact and brand lift study at The Dubai Gateway on Sheikh Zayed Road. Publicis Media Luxe contributed strategic direction and agency perspective on luxury brand communication, providing validation of the study's findings from the buyer side and reinforcing how premium OOH on Sheikh Zayed Road delivers the authority and aspiration luxury brands require.
• Al Arabia (Arabian Contracting Services Company)majorStrategic or Co-development Partner · 1 January 2025Multiply Group's media vertical entered a joint venture with Al Arabia to invest in the global OOH advertising sector, representing a strategic capital partnership for international expansion in the OOH advertising market.
• Saudi Media Company (SMC)strategicGTM or Marketing Partner · 1 January 2025Multiply Group signed a Memorandum of Understanding (MoU) with Saudi Media Company, underscoring the global expansion potential of Multiply's portfolio brands and marking interest in building media partnerships in the Saudi market ahead of the Cenomi Centers partnership.
• DaktronicsstrategicTechnology or IntegrationDaktronics is the display technology partner for BackLite UK's premium OOH sites and BackLite Media's digital network. The partnership involves installation of 10mm Outdoor Blue LED displays, including the first UK installation of Daktronics' Premium Outdoor 10mm LED technology product line at Wandsworth Roundabout. Daktronics' System Health feature provides enhanced diagnostics and monitoring for consistent campaign delivery. The global partnership spans MMG's international estate.
• Road and Transport Authority (RTA) DubaicoreStrategic or Co-development PartnerMMG holds long-term partnership agreements with the RTA (Mada Media) in Dubai for OOH advertising inventory on Dubai's roads and transport infrastructure, including 75+ premium assets on Sheikh Zayed Road. This partnership provides the foundation of MMG's Dubai OOH network.
• Department of Municipalities & Transport (DMT) Abu DhabicoreStrategic or Co-development PartnerMMG holds long-term partnership agreements with the Department of Municipalities & Transport (DMT) in Abu Dhabi for OOH advertising inventory across the capital, underpinning Viola Media's operations and 85% market coverage in Abu Dhabi.
• WOO (World Out-of-Home Organization)strategicOthersMMG is a member of the World Out-of-Home Organization, participating in WOO's annual congress, global measurement guidelines initiatives, and industry forums. The company was launched at the WOO Annual Congress in Mexico City in June 2025.
• DPAA (Digital Place-Based Advertising Association)strategicOthersMMG and its subsidiaries are members of DPAA Global, participating in industry initiatives, measurement standards, and the broader digital place-based advertising ecosystem.
• OutsmartstrategicOthersMultiply Media Group became a member of Outsmart, the UK Out-of-Home media trade body, strengthening its presence and voice in the UK OOH market.
• OAAA (Out-of-Home Advertising Association of America)strategicOthersMMG participates in OAAA initiatives and industry research, contributing to and benefiting from the association's measurement standards and market development efforts.
• IAB MENAstrategicOthersMMG is a member of IAB MENA (Interactive Advertising Bureau), engaging with digital advertising standards and best practices across the Middle East and North Africa region.

Scale indicators11 records

Recent moves10 records

Expansion highlights6 records

Others

• Vistar Media: Vistar Media is a leading programmatic DOOH ad exchange and supply-side platform that enables automated buying of digital out-of-home inventory. It is comparable to MMG's programmatic DOOH infrastructure and represents the demand-side technology layer through which MMG's screens are likely sold programmatically.
• Place Exchange: Place Exchange is a leading programmatic supply-side platform for digital out-of-home advertising, providing real-time bidding infrastructure for DOOH inventory. It is comparable to MMG's programmatic DOOH capability and represents a key channel through which MMG's screens are activated programmatically.
• Broadsign: Broadsign is a leading DOOH software platform that powers sales, operations, and content management for OOH media operators globally. It is an adjacent technology enabler — MMG's MMG Nova platform competes in some functional areas with Broadsign's CMS — and Broadsign is referenced in MMG's industry forums as a technology partner/contemporary.
• Daktronics: Daktronics is a leading US-based manufacturer of large-format LED display systems used in OOH, sports, and transportation. It is a current display technology partner of MMG (supplies Premium Outdoor 10mm LED technology for BackLite UK), and serves as the underlying hardware infrastructure enabler for MMG's premium DOOH screens.

Broad incumbents

• Outfront Media: Outfront Media is a major US-based OOH advertising company with a focus on transit, billboard, and DOOH inventory. It is a relevant comparable in business model and DOOH transition, though primarily US-focused and operating at much larger scale than MMG.
• Lamar Advertising Company: Lamar Advertising is one of the largest US outdoor advertising operators with over 350,000 displays across the country. It is a comparable in the DOOH/traditional OOH business model, though focused on the US market and billboard-led rather than premium luxury design-led environments.
• JCDecaux: JCDecaux is the world's largest outdoor advertising company, operating in over 80 countries with a strong focus on street furniture, airport, and transit OOH. It directly competes with MMG in the MENA region (where MMG's COO previously led JCDecaux operations) and is the global benchmark for premium government-concessioned OOH.
• Ströer: Ströer is a leading German-based outdoor advertising and digital out-of-home media company, operating a large portfolio of premium DOOH screens across Europe. It is a comparable for MMG's European DOOH ambitions and design-led premium positioning, though at significantly larger scale.
• Clear Channel Outdoor Holdings: Clear Channel Outdoor is one of the world's largest OOH advertising companies, with a portfolio of billboards, street furniture, and transit advertising across the Americas, Europe, and Asia-Pacific. It serves as a global comparable for MMG in the DOOH and premium OOH space, though Clear Channel is significantly more diversified geographically and not focused on MENA luxury.

Direct peers

• Firefly: Firefly is a sibling company within the Multiply Group / IHC portfolio and is described as North America's leading digital Taxi-Top advertising company. It is a direct peer in the group-level portfolio of premium digital out-of-home media assets, and shares the parent company's strategic capital backing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_MMGGlobal
• YouTubeyoutube.com/channel/UCcqlW8hdlFW1t0TtOcPinHg
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/mmg-global
• Instagraminstagram.com/_mmgglobal

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Multiply Media Group