Business

Mada Media has awarded a major out-of-home (OOH) advertising contract to Arabian Outdoor, marking a significant step in advancing the emirate’s outdoor advertising sector and enhancing its investment appeal.

The initiative aligns with the objectives of the Dubai 2040 Urban Master Plan, supporting economic growth while reinforcing urban design and regulatory standards.

Expanding Dubai’s Premium Advertising Network

Under the agreement, Arabian Outdoor will gain rights to install, operate, and invest in a wide portfolio of OOH advertising assets across Dubai. The portfolio includes:

1. 195 advertising assets across key locations
2. A mix of digital and static billboards
3. Bridge billboards, digital unipoles, and lamppost panels
4. Advertising flags positioned across major road networks

These assets are strategically distributed along some of Dubai’s busiest corridors, including Sheikh Mohammed bin Zayed Road, Al Khail Road, Airport Road, and Al Ittihad Street—ensuring maximum visibility and audience reach.

Strengthening Investment And Market Structure

The contract reflects Mada Media’s broader strategy to organise and modernise the OOH sector, introducing transparent and competitive investment opportunities.

Mansoor Al Sabahi noted that the award attracted strong interest from leading industry players, underscoring the sector’s growing appeal. He emphasized that the partnership will enhance operational efficiency, improve asset quality, and expand premium advertising inventory across the emirate.

Driving Innovation And Digital Transformation

From its side, Pierre Choueiri highlighted the company’s long-standing presence in the UAE’s advertising sector, noting its commitment to innovation and technological advancement.

He added that Arabian Outdoor will focus on:

1. Expanding digital and programmatic advertising solutions
2. Leveraging high-impact locations such as the Dubai Water Canal
3. Enhancing the visual appeal of urban spaces

Supporting Sustainable Growth Of The OOH Sector

As the sector’s enabler, Mada Media continues to oversee the planning, distribution, and management of outdoor advertising assets in collaboration with government and private stakeholders.

The newly awarded contract forms part of a broader pipeline of opportunities set to roll out throughout 2026, aimed at strengthening investor confidence, encouraging innovation, and ensuring compliance with sustainability and safety standards.

With this move, Dubai reinforces its position as a leading regional hub for outdoor advertising, combining strategic infrastructure, advanced technology, and forward-looking urban planning.

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