Multiply Media Group adds US screens through OUTFRONT pilot.
UAE out-of-home owner Multiply Media Group has signed a pilot deal with OUTFRONT Media that lets its clients add US screens to their campaigns. It is the first time MMG has offered American inventory.
MMG, a subsidiary of 2PointZero Group, already runs more than 3,000 advertising sites across the UAE, the UK and Saudi Arabia. Under the pilot, its clients can buy a curated set of OUTFRONT's premium digital screens in well-known US public spaces. MMG will handle planning, delivery and reporting across every market, so an advertiser deals with one company for a campaign that runs in several countries. Sal Daoud, MMG's head of international sales, said clients had long asked for international campaigns that are simpler to plan and run. Edward Jacobs, OUTFRONT's SVP and head of asset development, pointed to the company's high-profile locations as the draw for MMG's clients.
MMG describes the agreement as part of a wider plan to connect its existing networks in the UAE, UK and Saudi Arabia with selected premium sites in the US. OUTFRONT is one of the largest out-of-home companies in America.
Several details are missing. Neither company has said which US cities or sites are included, how long the pilot runs, when the first campaigns can go live, or how pricing and audience measurement will work across markets.
For Gulf advertisers with American audiences in mind, such as tourism boards, airlines and sports and entertainment properties, a single contract covering screens in Riyadh, Dubai, the UK and the US could cut a lot of buying admin. Check that reporting is comparable from one market to the next before relying on it.
Why it matters
One Gulf media owner can now sell Saudi, UAE, UK and US screens together, which could make cross-border outdoor campaigns simpler for brands chasing American audiences.
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