Mada Media, the company responsible for organising, developing and managing Dubai’s out-of-home (OOH) advertising sector, has awarded PHI Advertising the rights to install, operate and invest in advertising assets at key locations along Ras Al Khor Road, one of Dubai’s major arterial routes.
The award supports Mada Media’s broader efforts to create more investment opportunities in Dubai’s OOH advertising market, encourage participation from businesses of varying sizes and expertise, and maintain a fair and transparent framework for allocating advertising assets.
The tender includes four bridge advertising panels and two static hoardings along Ras Al Khor Road. The corridor connects Dubai–Al Ain Road with Al Khail Road and Sheikh Mohammed bin Zayed Road, providing connectivity to several residential and industrial areas, major urban districts and strategic developments.
Ras Al Khor Road also serves as an important access route to Dubai Creek Harbour, making it a prominent location for high-visibility outdoor advertising.
The agreement was formalised at a signing ceremony held at Mada Media’s Dubai headquarters. The event was attended by Mansoor Al Sabahi, Chief Executive Officer of Mada Media, and Naif Saleh Al Rajhi, Chairman of PHI Advertising.
Mansoor Al Sabahi, Chief Executive Officer of Mada Media, said, “We congratulate PHI Advertising on winning this bid, which attracted strong participation and reflects the growing confidence of advertising companies in Mada Media’s new approach to allocating OOH advertising assets. Our processes are built around clear criteria and fair and transparent processes, ensuring a level playing field and equal opportunities for companies of different sizes and capabilities. At the same time, we remain focused on our wider responsibility to preserve Dubai’s beautification, visual identity and urban landscape.”
Al Sabahi added: “Ras Al Khor Road is one of Dubai’s key arterial routes, serving major residential and industrial areas and providing access to a number of major under development projects. This gives the advertising assets along the corridor significant strategic value over the medium and long term. With this bid we have continued to refine our evaluation processes to make them clearer and more efficient, while strengthening investor confidence and providing companies with greater visibility to plan their future investments. This approach will help drive further growth across the sector and reinforce the OOH advertising industry’s contribution to Dubai’s wider economic development”.
Naif Saleh Al Rajhi, Chairman of PHI Advertising, said, “Winning this tender marks a significant milestone in strengthening PHI Advertising’s presence in Dubai and reflects Mada Media’s confidence in our ability to develop, manage, and maximise the value of strategic advertising assets.”
Al Rajhi added, “As we continue to expand our footprint in the out-of-home advertising sector, we remain committed to investing in premium locations and delivering innovative advertising solutions that elevate the urban landscape, enhance audience engagement, and support Dubai’s vision for a more advanced, sustainable, and globally competitive city.”
Mada Media included a detailed set of tender requirements and evaluation criteria to attract bidders with different capabilities and business scales. The framework is designed to promote equal access, prevent monopolisation, improve transparency and encourage fair competition.
According to the company, the process generated strong interest, with several local and regional advertising businesses competing for the available assets.
This marks Mada Media’s fifth tender in 2026, reflecting its continued focus on expanding investment opportunities across Dubai’s OOH sector and establishing a more structured approach to managing and commercialising advertising assets.
Throughout 2026, Mada Media’s tenders attracted around 100 local and regional advertising companies and covered a total of 683 digital and non-digital advertising assets.
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