“Mada Media” awards a tender for outdoor advertising to PHI Advertising Company in support of the growth and development of the sector

Mada Media, the company responsible for organizing, developing and managing the outdoor advertising sector in the Emirate of Dubai, announced the awarding of a strategic bid for outdoor advertising to PHI Advertising Company, where both Mansour Al-Sabahi, CEO of Mada Media, and Naif Saleh Al-Rajhi, Chairman of the Board of Directors of PHI Advertising Company, signed the agreement for the bid.

Under this step, PHI Advertising Company was granted the rights to install, operate, invest and generate returns from a portfolio of outdoor advertising assets located along Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai – Al Ain Road, which are among the most important main roads with high traffic density in the emirate.

This portfolio includes nine digital Unipol signs, nine non-digital Unipol signs, in addition to a non-digital fence sign. All sites were carefully selected according to approved planning, technical and safety standards, ensuring their complete harmony with the road infrastructure and urban landscape of Dubai.

Strategic approach
On this occasion, Mansour Al-Sabahi, CEO of Mada Media, said: “By awarding this tender to one of the most important regional companies operating in the outdoor advertising sector, Mada Media confirms its commitment to its strategic approach aimed at enhancing investment opportunities that drive sustainable growth and transformation in the outdoor advertising market in Dubai. By accelerating the adoption of digital innovation and developing world-class infrastructure, we aim to empower sector partners, provide more new investment opportunities, and build an integrated and future-ready outdoor advertising system that supports the goals of the Dubai Economic Agenda. D33, the Dubai Urban Plan 2040 and the broader vision for sustainable economic development in the emirate.”

This award falls within Mada Media’s strategy to support the growth of the outdoor advertising sector in Dubai by offering investment opportunities organized through clear and transparent procedures that enhance market confidence, encourage innovation, and contribute to achieving sustainable development goals by supporting actors in the sector while ensuring compliance with regulatory standards and approved best practices.

Trust and sustainable growth
In turn, Naif Saleh Al Rajhi, Chairman of the Board of Directors of PHI Advertising Company, said: “We are proud to strengthen our partnership with the outdoor advertising sector in the Emirate of Dubai, a partnership that has been built on trust and sustainable growth since 2019. This bid reflects our joint commitment to developing the outdoor advertising sector in Dubai, and also strengthens PHI’s position as the largest outdoor LED digital signage network in the emirate, driven by continuous investments in advanced technology and future-ready infrastructure, in line with Dubai’s vision and its great development ambitions.”

As the operating and development body for the sector, Mada Media is responsible for planning and distributing outdoor advertising assets in Dubai, in close cooperation with the relevant authorities and sector partners, to ensure that advertising activities contribute to enhancing the city’s aesthetics, sustainability and traffic safety, while enabling the sector to develop in line with the emirate’s economic and digital goals.

This bid is part of a broader list of outdoor advertising bids that Mada Media intends to launch during the year 2026, and includes a variety of advertising assets along major road networks and other strategic locations in Dubai, in response to market needs and in support of the long-term growth of the sector. These are efforts through which Mada Media seeks to enhance the attractiveness of the outdoor advertising market, support its growth, encourage innovation, and maintain consistent levels of quality, compliance and operational excellence.