Mada Media Secures AED 971.3 Million in Q1 2026 Advertising Contracts
Mada Media, the entity responsible for managing and developing the out-of-home (OOH) advertising sector in Dubai, has announced the signing of new advertising contracts valued at AED 971.3 million in the first quarter of 2026. These agreements, which span five to seven years, signify a robust momentum in the sector and bolster Dubai’s status as a premier investment hub for OOH advertising.
Strengthening Dubai’s OOH Advertising Landscape
The recent contracts are part of Mada Media’s ongoing initiatives to enhance Dubai’s OOH advertising market. The company aims to foster long-term partnerships, improve advertising infrastructure, and accelerate digital transformation. These efforts are aligned with Dubai’s vision of creating an integrated urban environment that prioritizes innovation, sustainability, and well-being.
The OOH advertising sector in the UAE is witnessing steady growth, driven by digital advancements and urban expansion. According to PwC, Dubai represents 73% of the UAE’s OOH market, with digital out-of-home (DOOH) advertising being a significant contributor to this growth.
Global Context and Market Trends
Reports from WPP Media indicate that the global OOH advertising market has surpassed $50 billion, with continued growth anticipated in 2026. Additionally, MAGNA, the global media intelligence and investment unit of IPG Mediabrands, has noted that the sector is experiencing an annual growth rate of approximately 5%, reinforcing its attractiveness as a long-term investment avenue.
Matar Al Tayer, Chairman of Mada Media, emphasized that the awarding of long-term contracts valued at nearly AED 1 billion demonstrates the strength and maturity of Dubai’s OOH advertising sector. He highlighted the high level of investor confidence in the sector’s sustained growth and its capacity to deliver stable medium- and long-term returns.
Commitment to Future Growth
Al Tayer noted that these results underscore Mada Media’s mission to transform and future-proof the sector in accordance with global best practices. By fostering high-value partnerships and advancing a digitally enabled infrastructure, the company is enhancing asset performance and solidifying the sector’s position as a competitive investment destination. This approach aligns with the global shift towards digitalization and the integration of OOH advertising within smart city frameworks, which is consistent with Dubai’s vision for a forward-looking urban environment.
Mansoor Al Sabahi, CEO of Mada Media, stated that the value of the contracts secured in the first quarter lays the groundwork for the next phase of reshaping the OOH sector within a more structured and regulation-aligned framework. He reiterated the company’s commitment to sector development and its ability to attract long-term, high-value strategic investments that contribute to Dubai’s economic prosperity.
Regulatory Framework and Urban Aesthetics
Al Sabahi further explained that from the outset, Mada Media has focused on establishing clear regulatory and operational frameworks that enhance transparency and streamline processes. This approach enables effective investment and management of a wide network of OOH advertising assets across Dubai, balancing commercial objectives with the beautification of the city’s urban landscape.
Looking ahead, Mada Media plans to continue providing strategic high-value opportunities for partners and investors. The company aims to advance OOH infrastructure and accelerate digital transformation to support sustainable growth, ensuring alignment with the evolving needs of the city, its residents, and its visitors.
Mada Media oversees the regulation, development, and management of Dubai’s OOH advertising sector through transparent regulatory frameworks that ensure compliance with the OOH Advertising Manual and all relevant legislation. This benchmark model enhances public and traffic safety, preserves the city’s visual identity, prevents visual clutter, and supports sustainability in accordance with the Dubai 2040 Urban Master Plan.
Source: www.zawya.com
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Published on 2026-05-04 19:57:00 • By the Editorial Desk
