Mada Media, the body responsible for organising, developing and managing Dubai’s out-of-home (OOH) advertising sector, has awarded 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 signing ceremony held to mark the occasion.
The contract grants PHI Advertising the rights to install and monetise a portfolio of OOH advertising assets along Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai–Al Ain Road.
PHI Advertising secures Dubai OOH contract for Sheikh Mohammed bin Zayed Road and key routes
The portfolio comprises 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, with the aim of ensuring integration with Dubai’s road infrastructure and urban environment.
“By awarding this 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, Chief Executive Officer of Mada Media said in a statement.
Mada Media said the award forms part of its strategy to support the growth of the OOH sector in Dubai by unlocking investment opportunities intended to enhance market confidence and encourage digital transformation. The company added that it aims to empower industry players through transparent tendering processes, whilst ensuring alignment with established standards and best practices.
“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,” Naif Saleh Al Rajhi, Chairman of PHI Advertising added.
The awarded bid is part of a wider series of OOH bids that Mada Media plans to release throughout 2026. The forthcoming investment opportunities are expected to cover a range of advertising assets across Dubai’s road networks and other locations, in response to market demand and in support of the sector’s long-term growth.
Mada Media said it seeks, through this process, to enhance the attractiveness of the OOH market, encourage innovation, and maintain standards of quality, compliance and operational excellence.
The company works with industry stakeholders to ensure that advertising supports the city’s beautification, sustainability, and traffic safety objectives.
