Mada Media Secures AED1.5 Billion in H1 Contracts, Strengthening Dubai’s OOH Advertising Landscape

Mada Media, the company responsible for organising, developing and managing the out-of-home (OOH) advertising sector in Dubai, recorded strong performance in the first half of 2026, with signed contracts reaching approximately AED1.5 billion across 683 advertising assets.

The results reflect Mada Media’s efforts to develop an innovative and sustainable OOH advertising ecosystem while creating shared value for investors, advertisers and other stakeholders.

Growing Investment Interest

During the first half of 2026, 80 local and regional advertising companies participated in tenders launched by Mada Media covering 683 digital and non-digital advertising assets.

The tenders also included plans to convert a significant proportion of existing assets into digital formats, using modern advertising display technologies and internationally recognised safety standards.

The move forms part of Mada Media’s strategy to accelerate digital transformation, attract new investor segments and support continued growth in Dubai’s OOH advertising market.

The assets included 27 digital Unipoles, 20 Bridge Banners comprising six digital and 14 static assets four static Hoardings, along with advertising displays on lighting poles and flags. These assets are located across key areas of Dubai and major high-traffic roads.

Exclusive Opportunity for Emerging Companies

Mada Media also launched an exclusive tender for emerging national advertising companies for the first time.

The tender attracted 18 emerging national advertising companies that are members of the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development (Dubai SME).

The initiative aims to strengthen the presence and competitiveness of local companies, enable them to participate in the returns generated by the OOH advertising sector and support their long-term growth and sustainability.

Mada Media said the initiative reflects its commitment to creating more investment opportunities through processes based on integrity and transparency, enabling companies across different categories to participate in the sector.

Dubai Metro Naming Rights Drive Investment

Alongside the advertising asset tenders, Mada Media signed two naming rights agreements for stations on the Dubai Metro Red Line.

The agreements form part of Mada Media’s investment portfolio and highlight the continued demand for Dubai Metro naming rights from local, regional and international brands.

One of the agreements has been signed with a local brand, while the other marks the first such agreement with one of the world’s leading global brands. Further details are expected to be announced separately.

The initiatives support Mada Media’s plans to improve advertising asset efficiency, expand its investment portfolio and accelerate digital transformation, in line with the objectives of the Dubai Economic Agenda D33 and Dubai 2040 Urban Master Plan.

Building an Integrated OOH Ecosystem

His Excellency Matar Al Tayer, Chairman of Mada Media, said the first-half results demonstrate the strength and attractiveness of Dubai’s OOH advertising sector and growing confidence among local and regional investors.

Al Tayer noted that the participation of 80 advertising companies in Mada Media’s tenders reflects an expanding investor base and strong demand for opportunities within the sector.

He said the company’s approach balances the economic viability of advertising assets with the creation of high-quality opportunities for the private sector and the enhancement of Dubai’s urban landscape.

Looking ahead, Al Tayer said Mada Media will continue developing an integrated OOH advertising model based on modern technologies, digital advertising assets and innovative solutions designed to improve asset efficiency and investment value.

The company will also maintain its focus on safety, sustainability and quality while ensuring that OOH advertising remains integrated with Dubai’s visual identity and urban environment.

Expanding Investment and Digital Transformation

Mada Media’s updated strategy focuses on expanding investment opportunities, attracting new investor segments, diversifying advertising assets and solutions, and supporting sustainable sector growth.

The strategy also explores opportunities to leverage the company’s expertise and operating model in new markets, with the ambition of developing a leading model for managing and developing OOH advertising at both regional and global levels.

Mansoor Al Sabahi, CEO of Mada Media, said the first-half results demonstrate the company’s progress in developing a more efficient and sustainable OOH advertising ecosystem.

He highlighted strong interest from local and regional advertising companies and the diversity of assets included in the tenders, particularly the push towards digitalisation, new advertising technologies and programmatic advertising.

Al Sabahi added that Mada Media is focused on supporting digital transformation while helping local companies grow and enabling global companies to expand their business networks in Dubai.

Creating Sustainable Value

Mada Media is also expanding naming rights opportunities across the Green and Red Lines of Dubai Metro, which it describes as among the most significant investment opportunities within the OOH advertising sector.

According to Al Sabahi, these opportunities can provide long-term value for investors while strengthening the presence of local and international brands within Dubai.

Since its establishment, Mada Media has focused on building a regulatory and operational ecosystem based on transparency, streamlined procedures and efficient management of advertising assets.

The company said its approach is designed to balance investment growth with the preservation of Dubai’s visual identity and urban landscape.

The first-half performance reinforces Mada Media’s strategy of building an OOH advertising ecosystem centred on innovation, digital transformation, expanded investment opportunities and stronger strategic partnerships.