Mada Media has signed new out-of-home (OOH) advertising contracts worth close to AED1 billion ($272 million) in the first quarter of 2026, signalling strong growth in Dubai’s advertising sector.
The agreements, which span five to seven years, are aimed at strengthening long-term partnerships, improving advertising infrastructure, and accelerating digital transformation across the emirate. The move reinforces Dubai’s position as a major investment hub for OOH advertising.
The contracts are part of Mada Media’s broader efforts to organize and develop the city’s OOH advertising ecosystem, aligning with Dubai’s vision of building an integrated urban environment focused on innovation, sustainability, and quality of life.
According to PwC, Dubai accounts for 73% of the UAE’s OOH advertising market, with digital out-of-home (DOOH) formats driving growth. Globally, the sector continues to expand, with WPP estimating the market at over $50 billion, while MAGNA projects steady annual growth of around 5%.
Commenting on the development, Matar Al Tayer said: “The award of long-term advertising contracts valued at nearly AED1 billion underscores the strength and maturity of Dubai’s OOH advertising sector, as well as the high level of investors’ confidence in its sustained growth and ability to deliver stable medium and long-term returns.
“These results highlight the effectiveness of Mada Media’s mission to transform and future-proof the sector in line with global best practices. By embracing high-value partnerships and advancing a digitally enabled infrastructure, the company is enhancing asset performance and reinforcing the sector’s position as a compelling and competitive investment destination. These achievements also reflect the broader global shift towards digitalisation and the integration of OOH advertisement within smart city ecosystems, an approach that aligns closely with Dubai’s vision of building a forward-looking urban environment that balances innovation, sustainability, and quality of life.”
He added: “Mada Media will remain committed to broadening the investment landscape, driving sustainable returns, and accelerating sector growth in line with Dubai’s economic vision, further cementing the emirate’s standing as a pioneering global hub for OOH advertising.”
Mansoor Al Sabahi said: “The value of the contracts secured in the first quarter set the foundation for our next phase, as we work to reshape the OOH sector within a more structured, regulation-aligned framework. They reflect our commitment to sector development, the capabilities we have built in a short time, and our ability to drive expansion through advanced models that attract long-term, high-value strategic investments, contributing to Dubai’s prosperity and its Gross Domestic Product.”
Al Sabahi added: “From the outset, we focused on establishing clear regulatory and operational frameworks that enhance transparency, accelerate processes, and enable effective investment and management of a wide network of OOH advertising assets across Dubai, strengthening the sector’s foundations while balancing commercial priorities with the beautification of the city’s urban landscape.
“Looking ahead, we will continue offering strategic high-value opportunities for our partners and investors, advancing OOH infrastructure, and accelerating digital transformation to support sustainable growth and ensure alignment with the evolving needs of the city, its residents, and its guests.”
Mada Media said it will continue to regulate and develop the OOH sector through transparent frameworks aligned with existing legislation and the OOH Advertising Manual, while supporting safety, sustainability, and Dubai’s long-term urban development goals.
