Post by : Bianca
Haleem
Dubai, UAE: In a landmark decision, Mada Media has awarded PHI Advertising a key Out-of-Home (OOH) advertising contract, a pivotal move for Dubai’s outdoor advertising landscape.
During an official ceremony, Mansoor Al Sabahi, CEO of Mada Media, and Naif Saleh Al Rajhi, Chairman of PHI Advertising, finalized the agreement. This contract authorizes PHI to manage a premium collection of OOH advertising assets on Dubai’s busiest roadways.
The rights extend across high-traffic routes such as Sheikh Mohammed bin Zayed Road, Al Khail Road, and the Dubai–Al Ain Road. The contract includes nine digital unipoles, nine static unipoles, and one hoarding sign, all developed to meet the highest safety, planning, and technical standards for seamless urban integration.
Mansoor Al Sabahi noted that this partnership underscores Mada Media’s dedication to fostering investment in the OOH sector while promoting digital advancement. He pointed out that such initiatives are crucial for aligning with Dubai’s key economic strategies, including the Dubai Economic Agenda D33 and the Dubai 2040 Urban Master Plan.
Al Sabahi reiterated Mada Media’s commitment to constructing an advertising ecosystem ready for the future that attracts both regional and global brands while upholding quality and sustainability.
Naif Saleh Al Rajhi expressed enthusiasm over the agreement, emphasizing that it reinforces PHI Advertising’s role as a leading operator within Dubai’s digital outdoor network. He remarked that the firm’s continuous investment in cutting-edge technologies supports Dubai’s long-term urban and economic ambitions.
Mada Media, tasked with overseeing the development of the OOH advertising sector in Dubai, plays a critical role in ensuring that the advertising landscape effectively contributes to the city’s aesthetics and road safety.
The recent contract is merely the beginning of a series of OOH tenders slated for release throughout 2026, expected to target various strategic locations across Dubai to drive growth, spur innovation, and enhance investor confidence in the sector.
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