Mada Media, the authority overseeing Dubai's out-of-home (OOH) advertising sector, has signed new advertising contracts worth AED971.3 million in the first quarter of 2026, signalling robust investor confidence in one of the region's fastest-growing media markets.
The agreements, spanning five to seven years, mark a significant milestone for the sector and reinforce Dubai's standing as a premier destination for OOH advertising investment.
The contracts are part of Mada Media's broader strategy to organise and develop Dubai's OOH landscape through long-term partnerships, upgraded advertising infrastructure and accelerated digitalisation — all aligned with Dubai's vision of an integrated, innovation-driven urban environment.
The timing reflects a sector in strong health. Dubai accounts for 73% of the UAE's total OOH market, according to PwC, with digital out-of-home (DOOH) formats serving as a key growth driver. Globally, the OOH market surpasses $50 billion, per WPP Media, with MAGNA projecting sustained annual growth of around 5%.
Matar Al Tayer, Chairman of Mada Media, said the near-AED1 billion figure demonstrates the maturity of Dubai's OOH sector and the confidence investors place in its long-term returns. He added that the results reflect Mada Media's mission to future-proof the sector through digitally enabled infrastructure and high-value partnerships, consistent with Dubai's smart city ambitions.
CEO Mansoor Al Sabahi said the Q1 contracts lay the foundation for the company's next growth phase, built on clear regulatory frameworks, operational transparency and an expanding network of OOH assets across the city.
Mada Media operates in compliance with the OOH Advertising Manual and the Dubai 2040 Urban Master Plan, balancing commercial investment with the preservation of the city's visual identity and public safety standards.
News Source: Emirates News Agency
