News: Mada Media Awards New Roadside OOH Concession to PHI Advertising
Mada Media, the entity set up in 2024 to organise and manage Dubai’s out-of-home advertising sector, has awarded a strategic roadside advertising concession to PHI Advertising.
The sites
The award covers 19 assets on three of the emirate’s key routes: Sheikh Mohammed bin Zayed Road, Al Khail Road and the Dubai–Al Ain Road. The package is made up of nine digital unipoles, nine non-digital unipoles and one traditional hoarding.
Why it matters
Mada Media’s CEO, Mansoor Al Sabahi, described the award as part of its strategy to expand investment opportunities and accelerate digital transformation in Dubai’s advertising market. More out-of-home tenders are expected through 2026.
What it means for advertisers
New inventory on high-traffic arterial roads gives brands more choice for reaching commuters between Dubai’s residential communities and business districts, particularly on routes that serve fast-growing areas along Al Khail and the Al Ain Road. As the regulated network grows, planning across operators becomes more important for getting the right mix of sites and formats.
Hello Media plans roadside campaigns across Dubai’s operators and formats. Speak to our team.
