Mada Media Secures AED 971.3 Million in New Long-Term Advertising Contracts, Strengthening Dubai’s OOH Market
Mada Media, the organization responsible for managing the out-of-home (OOH) advertising sector in Dubai, has announced the signing of new advertising contracts worth AED 971.3 million in the first quarter of 2026. This development highlights the ongoing growth and resilience of the OOH advertising industry in the region, further solidifying Dubai’s position as a leading investment hub.
Long-Term Agreements Reflect Sector Stability
The recently signed contracts, which range from five to seven years, underscore the sustained momentum within the OOH advertising market. These agreements are part of Mada Media’s comprehensive strategy to foster long-term partnerships, improve advertising infrastructure, and drive digital transformation. Such initiatives align with Dubai’s vision of creating an integrated urban environment focused on innovation, sustainability, and well-being.
The OOH advertising sector in the UAE is witnessing steady growth, propelled by factors such as digital transformation and urban expansion. According to PwC, Dubai holds a significant 73% share of the UAE’s OOH market, with digital out-of-home (DOOH) advertising emerging as a vital growth driver.
Global Context and Market Dynamics
The global OOH advertising market is projected to surpass $50 billion, with continued growth expected in 2026, as reported by WPP Media, the media investment arm of a prominent global advertising and communications group. Additionally, MAGNA, the global media intelligence and investment unit of IPG Mediabrands, indicates that the sector is maintaining an annual growth rate of around 5%. This trend reinforces the appeal of OOH advertising as a long-term investment avenue.
Matar Al Tayer, Chairman of Mada Media, emphasized the importance of the long-term contracts, stating that they reflect the strength and maturity of Dubai’s OOH advertising sector. He noted that these agreements demonstrate high investor confidence in the sector’s potential for sustained growth and its capacity to deliver stable medium- and long-term returns.
Commitment to Digital Transformation
Mada Media’s initiatives are designed to future-proof the OOH advertising sector in accordance with global best practices. By fostering high-value partnerships and advancing a digitally enabled infrastructure, the organization aims to enhance asset performance and solidify the sector’s standing as a competitive investment destination. Al Tayer remarked on the global shift towards digitalization and the integration of OOH advertising within smart city ecosystems, which closely aligns with Dubai’s vision for a progressive urban environment.
Mansoor Al Sabahi, CEO of Mada Media, highlighted that the contracts secured in the first quarter set the foundation for the next phase of development. He noted that these agreements reflect the company’s commitment to sector advancement and its ability to attract long-term, high-value strategic investments, contributing to Dubai’s economic prosperity.
Regulatory Framework and Urban Integration
Mada Media is focused on establishing clear regulatory and operational frameworks that enhance transparency and streamline processes. This approach is essential for effective investment and management of a wide network of OOH advertising assets throughout Dubai. Al Sabahi emphasized the importance of balancing commercial priorities with the aesthetic enhancement of the city’s urban landscape.
Looking ahead, Mada Media plans to continue providing strategic high-value opportunities for partners and investors while advancing OOH infrastructure and accelerating digital transformation. These efforts are crucial for supporting sustainable growth and ensuring alignment with the evolving needs of the city and its inhabitants.
Mada Media oversees the regulation, development, and management of Dubai’s OOH advertising sector through transparent frameworks that ensure compliance with the OOH Advertising Manual and relevant legislation. This model not only enhances public and traffic safety but also preserves the city’s visual identity and supports sustainability in line with the Dubai 2040 Urban Master Plan.
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Published on 2026-05-04 20:52:00 • By the Editorial Desk
