Mada Media has awarded a strategic out-of-home (OOH) advertising contract to PHI Advertising, granting the company rights to install and commercialise a portfolio of advertising assets across some of Dubai’s busiest road corridors.
The agreement was formalised during a signing ceremony attended by Mansoor Al Sabahi, Chief Executive Officer of Mada Media, and Naif Saleh Al Rajhi, Chairman of PHI Advertising. Under the contract, PHI Advertising will manage OOH advertising infrastructure along Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai–Al Ain Road.
The portfolio includes nine digital unipoles, nine non-digital unipoles, and one non-digital hoarding. According to Mada Media, the locations were selected in line with approved planning, technical, and safety standards to ensure compatibility with Dubai’s urban design and transport infrastructure.
Commenting on the development, Mansoor Al Sabahi, Chief Executive Officer of Mada Media, said: “By awarding this bid to one of the leading regional companies in the out of home sector, Mada Media reaffirms its strategic commitment to fostering investment opportunities for national, regional and international trademarks that drive the sustained growth and transformation of Dubai’s Out-of-Home advertising landscape. By accelerating the shift toward digital innovation and world-class infrastructure, we aim to empower industry partners, attract new capital, and shape a future-ready ecosystem that supports the Dubai 2040 Urban Master Plan and its broader vision for sustainable urban and economic development.”
The company said the award is part of its wider strategy to expand investment opportunities in Dubai’s OOH sector, encourage digital transformation, and strengthen investor confidence through transparent tendering processes aligned with industry standards.
Naif Saleh Al Rajhi, Chairman of PHI Advertising, said: “We are proud to further strengthen our partnership with Dubai’s advertising sector, a partnership built on trust and sustained growth since 2019. This award reflects our joint commitment to advancing Dubai’s OOH advertising sector and further reinforces PHI’s position as the largest outdoor LED digital network in Dubai, driven by continued investment in advanced technology and future-ready infrastructure aligned with the Dubai 2040 Urban Master Plan.”
Mada Media said it plans to release additional OOH tenders during 2026, covering advertising assets across key roads and strategic locations. The company said these initiatives aim to stimulate market growth, encourage innovation, and maintain high standards of quality and compliance while supporting Dubai’s long-term urban development vision.
