Mada Media , the company responsible for organising, developing, and managing the out-of-home (OOH) advertising sector in Dubai, has announced a strong performance during the first half of 2026 , with the total value of signed contracts reaching approximately AED1.5bn and covering 683 advertising assets .
The results reflect the company’s ongoing efforts to reinforce its role in developing an innovative and sustainable OOH advertising sector, in line with its vision and the objectives of its updated strategy, while creating shared value for all stakeholders.
The first half of the year witnessed growing investment activity, with 80 local and regional advertising companies participating in tenders launched by the company, covering 683 digital and non-digital advertising assets .
The advertising assets tendered included 27 digital unipoles , 20 bridge banners , including six digital and 14 static assets, four static hoardings , as well as a large number of advertising displays on lighting poles and flags .
These assets are distributed across key areas of the emirate and major high-traffic roads, enhancing the diversity of investment opportunities and meeting the needs of different investor segments.
The tenders also included agreements to convert a significant proportion of existing assets into digital assets using the latest technologies in advertising displays and in line with the highest internationally recognised safety standards.
His Excellency Matar Al Tayer , Chairman of Mada Media , affirmed that the results achieved by Mada Media reflect the strength and attractiveness of Dubai’s OOH advertising sector and the growing confidence it enjoys among local and regional investors and companies.
HE Al Tayer said, “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 added, It also confirms the success of the approach adopted by Mada Media in managing and developing the OOH advertising ecosystem based on principles that balance enhancing the economic viability of assets, providing high-quality opportunities for the private sector, and elevating the quality of Dubai’s urban landscape.”
HE Al Tayer also shared that this confidence benefits from the emirate’s competitive economic environment and the flexible, investment- and innovation-friendly legislative and regulatory framework it provides, in line with the vision and directives of the leadership to strengthen Dubai’s position as a leading global hub for business, investment, and the new economy.
These efforts are aligned with the company’s strategic objectives and its efforts to accelerate digital transformation across the sector, attract new investor segments, and maintain business growth and continuity, further enhancing the attractiveness of Dubai’s OOH advertising market and supporting its sustainable growth.
In addition, 18 emerging national advertising companies participated in the exclusive tender launched by Mada Media for the first time for emerging national companies that are members of the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development (Dubai SME).
The initiative aimed to strengthen their presence and competitiveness, ensuring that they secured a share of the returns generated by the OOH advertising market, and supporting their growth and sustainabi…