The Media Milestones cover the key developments that changed the media landscape in the Middle East region in 2025.
1 In September, SMC Media – the advertising arm of SMC Group – and MBC Media Solutions (MMS), part of MBC Group, signed a non-binding memorandum of understanding to merge. The step was positioned as a way to accelerate growth by unifying capabilities and consolidating one of the region’s largest advertising inventories. According to both companies, the combined entity would allow advertisers to access more integrated solutions and reach audiences more effectively across digital and traditional platforms.
2 At the start of December, Netflix and Warner Bros. Discovery (WBD) entered into a definitive agreement for Netflix to acquire WBD, including its film and television studios, HBO Max and HBO. The cash-and-stock transaction valued WBD at an enterprise value of approximately $82.7bn. The deal was expected to proceed after the previously announced separation of WBD’s Global Networks division, Discovery Global, which was scheduled for completion in Q3 2026.
3 Following its establishment in 2024, Dubai-based Mada Media launched a new unified digital platform for out-of-home (OOH) advertising at www.madamedia.com. The system consolidated the permitting process for public transport, commercial vehicles, private buildings and right-of-way placements into a single portal. The launch aligned with Dubai’s OOH Advertising Manual to ensure standardised compliance, clearer creative guidelines and a more transparent approval process across the emirate.
4 In May, Campaign Middle East launched its Arabic-language website, extending its digital reach and building on the bilingual Saudi Arabia Report published in April. The site broadened access to regional thought leadership and offered a more inclusive platform for Arabic-speaking audiences across MENA.
5 Multiply Group consolidated three OOH companies in its portfolio – BackLite Media, Viola Media and Media 247 – under a new UAE-headquartered entity, Multiply Media Group (MMG). The launch was announced at the World Out of Home Organisation Annual Congress in Mexico City and supported by a global digital OOH takeover. MMG’s combined scale grew to 3,000 units across the UAE, including more than 75 premium locations on Sheikh Zayed Road, backed by long-term agreements with Dubai’s RTA and Abu Dhabi’s DMT.
6 Saudi Arabia’s Public Investment Fund (PIF) acquired a 54 per cent stake in MBC Group through a private transaction with Istedamah Holding Company, which previously held the shares on behalf of the Saudi Finance Ministry. The move further expanded PIF’s presence in the region’s media and entertainment landscape.
7 Dubai Media Incorporated (DMI) ended its longstanding partnership with Middle East Media Services (MEMS), which had represented its advertising inventory for 24 years. The last contract extension, reported by Campaign in 2020, had been due to run until December 2025. However, sources confirmed that DMI opted not to renew the agreement and would take full control of its own advertising sales operations from January 2026.
8 Contour Media signed an exclusive partnership with drone technology company Skyvertise, becoming the first UAE-based OOH operator to bring drone-powered aerial advertising to Dubai. The collaboration created new opportunities for high-impact, immersive brand displays using dynamic drone formations and visual storytelling in the city’s skies.
9 VIOOH entered into a new programmatic partnership with ELAN Media, unlocking access to premium DOOH inventory in key Qatari destinations. The agreement covered Mall of Qatar, Doha Festival City, Place Vendôme and the Drive! roadside network, expanding programmatic DOOH opportunities across high-traffic environments.
10 Dubai Media formed a strategic partnership with gaming marketing company Livewire to deepen its presence in the global gaming ecosystem. The collaboration aligned with the Dubai Economic Agenda (D33) and supported the organisation’s broader focus on innovation, audience diversification and the attention economy. Through Livewire, Dubai Media aimed to provide brands with new, measurable routes to engage Gen Z and millennial audiences across gaming platforms.
Read all the lists from Campaign Middle East’s The Annual issue here.
