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Mada Media the company responsible for organising developing and managing the out-of-home advertising sector in Dubai said in a statement that it signed new advertising contracts in the first quarter of 2026 with a total value of close to AED 1 billion. The agreements spanning five to seven years reflect continued momentum in the sector and reinforce Dubai’s position as a leading investment hub for OOH advertising. The contracts form part of Mada Media’s efforts to organise and develop Dubai’s OOH advertising market by fostering long-term partnerships advancing advertising infrastructure and accelerating digitalisation.
His Excellency Matar Al Tayer Chairman of Mada Media stated “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.” Al Tayer’s remarks came in the announcement detailing first-quarter performance. The chairman’s assessment pointed to broad investor interest in the sector’s prospects.
Mansoor Al Sabahi CEO of Mada Media 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’s comments underscored the contracts’ role in supporting broader economic goals for the emirate. The CEO noted that the deals build on the company’s short track record of market structuring.
Mada Media was established under Law No 20 of 2024 as a private joint-stock company with legal personality financial and administrative autonomy to manage advertisement-related functions previously handled by the Roads and Transport Authority and Dubai Municipality. The entity operates under a concession agreement that allows it to issue permits and organise the market in return for fees paid to the authorities. This framework has enabled the company to pursue professionalisation of the OOH sector since late 2024.
The first-quarter contracts add to earlier awards including one granted to Arabian Outdoor in April 2026 for 195 digital and static assets along major corridors such as Al Ittihad Street and Sheikh Mohammed bin Zayed Road. Additional bids have gone to firms such as PHI Advertising for unipoles on routes including Al Khail Road and Dubai-Al Ain Road with all selections adhering to planning technical and safety criteria. Mada Media has conducted these tenders through open competitive processes to ensure transparency and attract qualified operators.
Further investment opportunities are slated for release across the remainder of 2026 covering diverse advertising formats in strategic locations throughout the emirate. The company continues to align its activities with the Dubai 2040 Urban Master Plan by balancing commercial expansion against urban aesthetics and sustainability objectives. Such measures according to the company’s statements are intended to elevate the sector’s contribution to Dubai’s economic development.
