Mada Media, the company responsible for organising, developing and managing the Out-of-Home (OOH) advertising sector in Dubai, 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.
This award supports Mada Media’s strategy to grow Dubai’s OOH sector by unlocking new investment opportunities, strengthening market confidence, and accelerating digital transformation. Through transparent and well-structured tendering processes, the company aims to empower industry players while maintaining high standards and best practices.
Under the OOH advertising contract, PHI Advertising will install and monetise a portfolio of OOH assets across Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai–Al Ain Road, three of Dubai’s key arterial routes.
The portfolio includes nine digital unipoles, nine non-digital unipoles, and one non-digital hoarding, all selected to meet approved planning, technical, and safety standards while integrating seamlessly with the city’s infrastructure.
Mada Media leads the organization, development, and management of Dubai’s out-of-home (OOH) advertising sector, working with stakeholders to align advertising with the city’s goals for beautification, sustainability, traffic safety, and digital innovation.
The awarded bid is part of a broader 2026 rollout of OOH opportunities across key road networks and strategic locations. Through these initiatives, Mada Media aims to boost market growth, attract investment, foster innovation, and uphold high standards of quality and compliance.
Mansoor Al Sabahi CEO – Mada Media
“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.”
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.”
