Through a partnership with Wildstone Capital, Multiply Media Group from Saudi Arabia will soon launch its first DooH network in Europe, starting in London, with more cities to follow.
A major digital out-of-home company from the Middle East is expanding into Europe. Multiply Media Group (MMG), founded in June this year, brings together three leading OoH media owners from the United Arab Emirates: Backlite Media, Viola Media, and Media 247. MMG is a subsidiary of the Abu Dhabi-based investment firm Multiply Group and now plans to grow internationally.
The company is beginning its European expansion through a partnership with Wildstone Capital, a specialist in outdoor infrastructure. This deal gives MMG exclusive rights to manage and operate DooH sites in London. The first location is Wandsworth Roundabout – one of 13 high-traffic sites Wildstone acquired from Transport for London (TfL) earlier this year. The site features four large-format screens and sits at one of the busiest intersections in the city.
London is Just the Beginning
Damian Cox, Global CEO and Founder of Wildstone, said: “We are excited to partner with MMG as they bring their forward-thinking approach to London’s DooH market. This collaboration reflects our vision to elevate the standards of urban media infrastructure and help deliver more impactful DooH campaigns for advertisers across London.”
MMG sees London as the first step in a broader global expansion beyond the Middle East. The group is backed by a market capitalization of over USD 7.2 billion.
Expansion Through Acquisitions
James Bicknell, Group CEO of MMG, stated: “At MMG, our mission is to shape a future-ready media group rooted in regional strength and global ambition. Partnering with Wildstone deepens our presence in a mature, high-impact market and extends Backlite’s premium inventory beyond the UAE.”
With London as a strategic entry point into Europe, MMG is actively exploring opportunities in other cities – through direct investment, strategic partnerships, or acquisitions.
