Dubai: Mada Media, the company responsible for organising, developing, and managing the Out-of-Home (OOH) advertising sector in Dubai, has announced the awarding of an OOH advertising bid to PHI Advertising. The agreement was signed by Mansoor Al Sabahi, Chief Executive Officer of Mada Media, and Naif Saleh Al Rajhi, Chairman of PHI Advertising, at a ceremony held to mark the occasion.
According to Emirates News Agency, the contract grants PHI Advertising the rights to install and monetise a portfolio of OOH advertising assets located along Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai-Al Ain Road, three of the emirate's key arterial road networks. The awarded portfolio includes nine digital Unipoles, nine non-digital Unipoles, and one non-digital hoarding sign. All sites have been selected to align with approved planning, technical, and safety standards, ensuring seamless integration with Dubai's road infrastructure and urban environment.
Mansoor Al Sabahi, CEO of Mada Media, stated that by awarding this bid to a leading regional company in the out-of-home sector, Mada Media reaffirms its strategic commitment to fostering investment opportunities for national, regional, and international trademarks. This initiative aims to accelerate the shift towards digital innovation and world-class infrastructure, empowering industry partners and shaping a future-ready ecosystem that supports Dubai's Economic Agenda D33, the Dubai 2040 Urban Master Plan, and the emirate's broader vision for sustainable urban and economic development.
This award forms part of Mada Media's broader strategy to support the growth of the OOH advertising sector in Dubai by unlocking new investment opportunities that enhance market confidence and encourage digital transformation. Through clear and well-defined tendering processes, Mada Media aims to empower industry players while ensuring alignment with established standards and best practices.
Naif Saleh Al Rajhi, Chairman of PHI Advertising, expressed pride in strengthening their partnership with Dubai's advertising sector, highlighting the sustained growth since 2019. He noted that the award reflects their joint commitment to advancing Dubai's OOH advertising sector and reinforces PHI's position as the largest outdoor LED digital network in Dubai.
Mada Media serves as the sector's operational and developmental lead, working closely with industry stakeholders to ensure that advertising supports the city's beautification, sustainability, and traffic safety goals. The awarded bid is part of a wider list of OOH bids that Mada Media plans to release throughout 2026, covering diverse advertising assets across Dubai's major road networks and other strategic locations.
Through these initiatives, Mada Media aims to enhance the attractiveness and growth of the OOH market, encourage innovation, and maintain high levels of quality, compliance, and operational excellence.
