Business

Mada Media, the entity responsible for organising, developing, and managing the out-of-home (OOH) advertising sector in Dubai, has awarded a major concession to Hypermedia for the installation, operation, and commercial monetisation of 21 digital Unipole billboards along Sheikh Zayed Road in the Jebel Ali area.

The award follows a transparent and competitive public tender process conducted under reference number MM/COM/26-0010 and reflects Mada Media’s commitment to building a modern advertising ecosystem driven by governance, innovation, and sustainability.

The new digital advertising assets form part of Mada Media’s broader strategy to advance Dubai’s out-of-home advertising sector through digital transformation, automation, and the adoption of global best practices. The initiative also supports the emirate’s efforts to create a smarter and more organised urban environment while preserving Dubai’s distinctive visual identity.

The selected billboard locations are strategically positioned along Sheikh Zayed Road, one of the UAE’s most prominent economic and transportation corridors. The route serves as a key commercial artery with high traffic volumes and significant economic activity, making it an important location for premium advertising assets.

Commenting on the development, Mansoor Al Sabahi, Chief Executive Officer of Mada Media, said the company remains committed to implementing Dubai’s vision for the future of the advertising sector by embracing advanced technologies, programmatic advertising, and digital innovation.

He noted that Mada Media seeks to balance the provision of attractive investment opportunities with the preservation of Dubai’s urban aesthetics and visual character. The company also focuses on achieving a balanced geographic distribution of advertising assets across the emirate while enhancing operational efficiency and investment returns.

Al Sabahi highlighted Sheikh Zayed Road as one of Dubai’s most important urban corridors, emphasizing that advertising infrastructure along the route should reflect the city’s global standing and commitment to excellence.

Habib Wehbi, Chairman and Group CEO of Hypermedia, said the project reflects a shared ambition to develop the next generation of outdoor media infrastructure in Dubai.

He added that the future of outdoor advertising lies at the intersection of technology, data, design, and measurable impact, noting that the new digital assets will contribute to Dubai’s evolving urban landscape while delivering greater value to advertisers and stakeholders.

The initiative aligns with the objectives of the Dubai 2040 Urban Master Plan, which aims to enhance quality of life, preserve the city’s visual identity, and support sustainable urban growth.

Mada Media stated that it will continue collaborating with government and private sector partners to strengthen Dubai’s position as a global hub for infrastructure, technology, innovation, and the creative economy. The company also plans to continue issuing public tenders for strategically located advertising assets across the emirate as part of its long-term development strategy.

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