Mada Media Awards OOH Contract to PHI Advertising Dubai

Dubai, UAE: Mada Media has officially awarded a major Out-of-Home (OOH) advertising contract to PHI Advertising, marking a significant step in strengthening Dubai’s outdoor advertising sector.

The agreement was signed by Mansoor Al Sabahi, CEO of Mada Media, and Naif Saleh Al Rajhi, Chairman of PHI Advertising, during a formal ceremony. The contract grants PHI Advertising the rights to install and commercialize a premium portfolio of OOH advertising assets across some of Dubai’s busiest road networks.

These include Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai–Al Ain Road—three of the emirate’s most strategically important corridors. The portfolio features nine digital unipoles, nine static unipoles, and one hoarding sign, all designed in line with strict planning, safety, and technical standards to ensure seamless integration with the city’s urban infrastructure.

Mansoor Al Sabahi emphasized that the partnership reflects Mada Media’s commitment to expanding investment opportunities in the OOH sector while accelerating the transition toward digital innovation. He highlighted that such initiatives support Dubai’s broader economic strategies, including the Dubai Economic Agenda D33 and the Dubai 2040 Urban Master Plan.

He added that Mada Media aims to build a future-ready advertising ecosystem that attracts global and regional brands while maintaining high standards of quality, sustainability, and operational excellence.

Naif Saleh Al Rajhi welcomed the agreement, stating that the award strengthens PHI Advertising’s position as a leading outdoor digital network operator in Dubai. He noted that the company’s continued investment in advanced technologies aligns with Dubai’s long-term urban and economic vision.

Mada Media, which oversees the development and regulation of Dubai’s OOH advertising sector, continues to play a key role in ensuring that advertising contributes to urban aesthetics, sustainability, and road safety.

The awarded contract is part of a broader pipeline of OOH tenders expected to be released throughout 2026. These upcoming opportunities will span multiple strategic locations across Dubai, aimed at enhancing market growth, encouraging innovation, and boosting investor confidence in the sector.