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Mada Media, the company responsible for organising, developing and managing Dubai’s out-of-home advertising sector, announced the award of its latest bid to PHI Advertising for the installation, operation and commercial exploitation of assets at strategic locations. The agreement covers four bridge advertising panels and two static hoardings along Ras Al Khor Road, one of the emirate’s key arterial routes. This tender forms part of a series of initiatives aimed at broadening participation while maintaining structured oversight of the outdoor advertising market.
Ras Al Khor Road connects the Dubai-Al Ain Road with Al Khail Road and Sheikh Mohammed bin Zayed Road, according to details provided in the Mada Media statement. The corridor gives access to residential and industrial zones as well as a range of major urban districts and strategic developments. It additionally functions as a prominent gateway to Dubai Creek Harbour, increasing the visibility and commercial potential of the awarded sites.
Mansoor Al Sabahi, chief executive officer of Mada Media, and Naif Saleh Alrajhi, chairman of PHI Advertising, signed the agreement at a ceremony held at Mada Media’s headquarters in Dubai. Al Sabahi highlighted the level of interest generated by the process. The executive added that outcomes of this kind demonstrate the sector’s momentum under the current allocation framework.
The award represents the fifth tender Mada Media has issued during 2026, company figures show. Bids across the year have drawn participation from about 100 local and regional advertising companies. Those processes have together covered 683 digital and non-digital advertising assets in various parts of the emirate.
Mada Media was established in September 2024 under Dubai government legislation, a company background statement indicated. Pursuant to a concession agreement, the Roads and Transport Authority and Dubai Municipality authorised the firm to oversee issuance of all outdoor advertising permits, operate a unified digital platform for permit processing and manage naming rights for public transport stations and infrastructure assets. The mandate positions the company as the central coordinator for sector development across the emirate.
A 2024 regulatory update from the Roads and Transport Authority, developed jointly with Dubai Municipality and the Department of Economy and Tourism, revised the Out-of-Home Advertising Manual to emphasise safety, urban aesthetics and alignment with long-term city growth plans. The document sets standards for sign types, dimensions, illumination, zoning and placement across different road categories and urban densities. Such guidelines provide the operational framework within which the newly awarded assets will be installed and maintained.
Al Sabahi said the tender attracted strong participation and reflected growing confidence in the company’s approach to allocating outdoor advertising assets. The CEO’s remarks followed the formal signing and underscored the competitive dynamics that have characterised recent bids. PHI Advertising will now advance with site development while adhering to all technical, planning and safety requirements set by the responsible authorities.
