Emirates247

Published: Sunday, August 23, 2026

Mada Media, the company responsible for organising, developing and managing Dubai's out-of-home (OOH) advertising sector, signed contracts worth approximately AED1.5 billion during the first half of 2026, underscoring the strength of the emirate's advertising market and growing investor confidence.

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Dubai: Mada Media, the company responsible for organising, developing and managing Dubai's out-of-home (OOH) advertising sector, signed contracts worth approximately AED1.5 billion during the first half of 2026, underscoring the strength of the emirate's advertising market and growing investor confidence.

The contracts covered 683 advertising assets, while 80 local and regional advertising companies participated in tenders launched by the company during the period.

The tenders included both digital and non-digital advertising assets, with a significant proportion earmarked for conversion into digital platforms using advanced display technologies and internationally recognised safety standards.

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Mada Media signed about AED1.5 billion in contracts in the first half of 2026 for 683 out-of-home advertising assets in Dubai, with 80 local and regional companies competing in its tenders. A large share of the assets is set to be converted to digital formats as part of a broader push to modernise Dubai's outdoor advertising sector, while the company also launched a first-time tender for Emirati SMEs and signed two new Dubai Metro Red Line station naming-rights agreements.

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The move forms part of Mada Media's strategy to accelerate digital transformation across the sector, attract new investor segments and enhance the long-term sustainability of Dubai's outdoor advertising market.

Among the assets offered were:

• 27 digital unipoles
• 20 bridge banners, including six digital and 14 static assets
• Four static hoardings
• Advertising displays on lighting poles and flags
• The assets are located across major roads and key high-traffic areas in Dubai.

Support for Emirati SMEs

For the first time, Mada Media also launched an exclusive tender aimed at emerging national advertising companies that are members of the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development (Dubai SME).

A total of 18 companies participated in the initiative, which is designed to strengthen the competitiveness of Emirati businesses and increase their share of returns generated by the outdoor advertising sector.

Metro naming rights grow

The company also signed two new naming rights agreements for stations on Dubai Metro's Red Line, one with a local brand and another, for the first time, with a leading global brand.

Further details about the agreements are expected to be announced at a later stage.

Strong investor confidence

His Excellency Matar Al Tayer, Chairman of Mada Media, said the results reflect the strength and attractiveness of Dubai's outdoor advertising sector and the confidence it enjoys among investors and advertising companies.

"The participation of 80 local and regional advertising companies in the tenders launched by the company is an indication of the expanding investor base and strong demand for the investment opportunities offered by the sector," he said.

Al Tayer added that the next phase will focus on accelerating the transition towards digital advertising assets, expanding investment opportunities and adopting innovative technologies that enhance efficiency while maintaining the highest standards of sustainability, safety and quality.

Focus on digital transformation

Mansoor Al Sabahi, Chief Executive Officer of Mada Media, said the results demonstrate the success of the company's efforts to build a more efficient and sustainable advertising ecosystem.

"Our efforts are currently focused on supporting digital transformation across the sector by adopting the latest technologies in advertising screens, supporting growth and business continuity, and enabling global companies to expand their business networks in the local market," he said.

Al Sabahi added that the company remains committed to balancing investment growth with preserving Dubai's visual identity and the quality of its urban landscape.

The company said the latest results highlight continued progress in implementing its strategy to build a technology-driven, innovation-focused out-of-home advertising sector aligned with the objectives of the Dubai Economic Agenda D33 and the Dubai 2040 Urban Master Plan.