Mada Media has awarded a major out-of-home advertising contract to PHI Advertising, granting the company rights to develop and monetise key roadside assets across Dubai in a move that underscores the emirate’s push toward a more advanced and investment-driven advertising landscape.
The agreement, signed by CEO Mansoor Al Sabahi and PHI Advertising Chairman Naif Saleh Al Rajhi, covers prime locations along Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai–Al Ain Road. These corridors are among Dubai’s busiest, offering high visibility for advertisers.
Under the contract, PHI Advertising will install a portfolio that includes nine digital unipoles, nine non-digital unipoles, and one hoarding sign. The sites have been selected in line with strict planning, technical, and safety standards to ensure seamless integration with the city’s infrastructure.
Al Sabahi said the award reflects Mada Media’s commitment to attracting investment and accelerating digital transformation within the out-of-home sector. He added that the initiative supports broader frameworks such as the Dubai Economic Agenda D33 and the Dubai 2040 Urban Master Plan.
Al Rajhi highlighted the long-standing partnership with Dubai’s advertising sector, noting that the deal strengthens PHI Advertising’s position in the market and reinforces its investment in advanced digital infrastructure.
The contract forms part of Mada Media’s wider strategy to expand the OOH sector through transparent tendering and new investment opportunities. Additional bids are expected to be released throughout 2026, targeting diverse advertising assets across strategic locations in Dubai.
Mada Media continues to oversee the sector’s development, aligning advertising growth with the city’s goals for sustainability, urban aesthetics, and traffic safety.
News Source: Emirates News Agency
