Mada Media, the entity overseeing the organisation, development, and management of the Out-of-Home (OOH) advertising sector in Dubai, has awarded a significant OOH advertising contract to PHI Advertising.
The agreement was formalised during a signing ceremony attended by Mansoor Al Sabahi, Chief Executive Officer of Mada Media, and Naif Saleh Al Rajhi, Chairman of PHI Advertising.
This move aligns with Mada Media’s broader vision to expand Dubai’s OOH landscape by unlocking fresh investment avenues, enhancing market confidence, and accelerating the shift toward digital formats. Through structured and transparent tendering processes, the organisation aims to support industry stakeholders while upholding global standards and best practices.
As part of the awarded contract, PHI Advertising will be responsible for deploying and commercialising a network of OOH assets across key arterial routes, including Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai–Al Ain Road.
The project will feature a mix of formats, including nine digital unipoles, nine traditional unipoles, and one non-digital hoarding. All installations will comply with approved planning, technical, and safety regulations, ensuring seamless integration with Dubai’s urban infrastructure.
Mada Media continues to play a central role in shaping Dubai’s OOH ecosystem, collaborating with stakeholders to align advertising initiatives with the city’s priorities around urban aesthetics, sustainability, traffic safety, and digital transformation.
This contract forms part of a wider rollout planned for 2026, which will introduce new OOH opportunities across major road networks and high-value locations. The initiative is designed to stimulate market growth, attract investment, encourage innovation, and maintain stringent standards of quality and compliance.
“By awarding this OOH advertising bid to one of the leading regional companies in the out of home sector, Mada Media reaffirms its strategic commitment to fostering investment opportunities for national, regional and international trademarks that drive the sustained growth and transformation of Dubai’s Out-of-Home advertising landscape. By accelerating the shift towards digital innovation and world-class infrastructure, we aim to empower industry partners, attract new capital, and shape a future-ready ecosystem that supports the Dubai Economic Agenda D33, the Dubai 2040 Urban Master Plan and the emirate’s broader vision for sustainable urban and economic development.”, Mansoor Al Sabahi, CEO – Mada Media
Naif Saleh Al Rajhi, Chairman of PHI Advertising commented that, “We are proud to further strengthen our partnership with Dubai’s advertising sector, a partnership built on trust and sustained growth since 2019. This award reflects our joint commitment to advancing Dubai’s OOH advertising sector and further reinforces PHI’s position as the largest outdoor LED digital network in Dubai, driven by continued investment in advanced technology and future-ready infrastructure aligned with the Dubai 2040 Urban Master Plan.”
