Mada media: Mada Media, the company responsible for organising, developing, and managing the out-of-home (OOH) advertising sector in Dubai, announced the signing of new advertising contracts in the first quarter of 2026 with a total value of AED971.3 million. The agreements, spanning five to seven years, reflect continued momentum in the sector and reinforce Dubai's position as a leading investment hub for OOH advertising.
According to Emirates News Agency, the agreements form part of Mada Media's efforts to organise and develop Dubai's OOH advertising market by fostering long-term partnerships, advancing advertising infrastructure, and accelerating digitalisation. These efforts support high-quality investment and enhance the efficiency of the city's advertising ecosystem, in line with Dubai's vision to build an integrated urban environment that combines innovation, sustainability, and well-being.
The OOH advertising sector in the UAE continues to experience steady growth, driven by digital transformation and urban expansion. PwC reports that Dubai accounts for 73% of the OOH market in the UAE, with digital out-of-home (DOOH) advertising remaining a key driver of this growth.
Reports from WPP Media, the media investment arm of the global advertising and communications group WPP, indicate that the global OOH advertising market exceeds $50 billion, with continued growth expected in 2026. Meanwhile, MAGNA, the global media intelligence and investment unit of IPG Mediabrands, reports that the sector is sustaining steady annual growth of around 5%, further reinforcing its appeal as a long-term investment channel.
Commenting on the company's performance during the first quarter of the year, Matar Al Tayer, Chairman of Mada Media, stated that the award of long-term advertising contracts valued at nearly AED1 billion underscores the strength and maturity of Dubai's OOH advertising sector, as well as the high level of investors' confidence in its sustained growth and ability to deliver stable medium and long-term returns.
Mansoor Al Sabahi, CEO of Mada Media, emphasized that the value of the contracts secured in the first quarter sets the foundation for the company's next phase, as they work to reshape the OOH sector within a more structured, regulation-aligned framework. He highlighted the commitment to sector development, the capabilities built in a short time, and the ability to drive expansion through advanced models that attract long-term, high-value strategic investments, contributing to Dubai's prosperity and its Gross Domestic Product.
Mada Media oversees the regulation, development, and management of Dubai's OOH advertising sector through clear and transparent regulatory frameworks and procedures that ensure full compliance with the OOH Advertising Manual and all relevant legislation. As a benchmark model, this approach enhances public and traffic safety, preserves the city's visual identity, prevents visual clutter, and supports sustainability in line with the Dubai 2040 Urban Master Plan, while advancing digital transformation in line with global best practices.