Business

Mada Media has awarded a strategic out-of-home (OOH) advertising contract to PHI Advertising, reinforcing efforts to expand and modernise the emirate’s advertising landscape.

The agreement grants PHI Advertising rights to install and monetise a portfolio of OOH assets across three of Dubai’s key road networks: Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai–Al Ain Road.

The portfolio comprises nine digital unipoles, nine non-digital unipoles, and one hoarding sign, all designed to meet approved planning, safety, and technical standards, ensuring seamless integration with Dubai’s urban infrastructure.

According to Mada Media, the award reflects its strategy to drive sector growth, attract investment, and accelerate digital transformation within the OOH advertising space. The initiative aligns with the vision of the Dubai 2040 Urban Master Plan, supporting sustainable urban development and a future-ready economy.

CEO Mansoor Al Sabahi said the partnership underscores a commitment to building a modern, innovation-led advertising ecosystem that enhances market confidence and supports international and regional brands.

Meanwhile, PHI Advertising Chairman Naif Saleh Al Rajhi noted that the contract strengthens the company’s position as a leading operator in Dubai’s outdoor advertising sector, particularly in digital LED networks, backed by continued investment in advanced technologies.

Mada Media added that this contract forms part of a broader pipeline of OOH tenders scheduled for 2026, aimed at expanding advertising assets, encouraging innovation, and maintaining high standards of quality and compliance across the sector.

As Dubai continues to evolve as a global hub for media and investment, such initiatives are expected to further enhance the efficiency, transparency, and long-term growth of the OOH advertising market.

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