Dubai: Mada Media, the company responsible for organising, developing and managing Dubai's out-of-home (OOH) advertising sector, signed contracts worth approximately AED1.5 billion during the first half of 2026, underscoring the strength of the emirate's advertising market and growing investor confidence.The contracts covered 683 advertising assets, while 80 local and regional advertising companies participated in tenders launched by the company during the period.The tenders included both digital and non-digital advertising assets, with a significant proportion earmarked for conversion into digital platforms using advanced display technologies and internationally recognised safety standards.The move forms part of Mada Media's strategy to accelerate digital transformation across the sector, attract new investor segments and enhance the long-term sustainability of Dubai's outdoor advertising market.Among the assets offered were:27 digital unipoles20 bridge banners, including six digital and 14 static assetsFour static hoardingsAdvertising displays on lighting poles and flagsThe assets are located across major roads and key high-traffic areas in Dubai.Support for Emirati SMEsFor the first time, Mada Media also launched an exclusive tender aimed at emerging national advertising companies that are members of the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development (Dubai SME).A total of 18 companies participated in the initiative, which is designed to strengthen the competitiveness of Emirati businesses and increase their share of returns generated by the outdoor advertising sector.Metro naming rights growThe company also signed two new naming rights agreements for stations on Dubai Metro's Red Line, one with a local brand and another, for the first time, with a leading global brand.Further details about the agreements are expected to be announced at a later stage.Strong investor confidenceHis Excellency Matar Al Tayer, Chairman of Mada Media, said the results reflect the strength and attractiveness of Dubai's outdoor advertising sector and the confidence it enjoys among investors and advertising companies."The participation of 80 local and regional advertising companies in the tenders launched by the company is an indication of the expanding investor base and strong demand for the investment opportunities offered by the sector," he said.Al Tayer added that the next phase will focus on accelerating the transition towards digital advertising assets, expanding investment opportunities and adopting innovative technologies that enhance efficiency while maintaining the highest standards of sustainability, safety and quality.Focus on digital transformationMansoor Al Sabahi, Chief Executive Officer of Mada Media, said the results demonstrate the success of the company's efforts to build a more efficient and sustainable advertising ecosystem."Our efforts are currently focused on supporting digital transformation across the sector by adopting the latest technologies in advertising screens, supporting growth and business continuity, and enabling global companies to expand their business networks in the local market," he said.Al Sabahi added that the company remains committed to balancing investment growth with preserving Dubai's visual identity and the quality of its urban landscape.The company said the latest results highlight continued progress in implementing its strategy to build a technology-driven, innovation-focused out-of-home advertising sector aligned with the objectives of the Dubai Economic Agenda D33 and the Dubai 2040 Urban Master Plan.
