Mada Media Awards PHI Advertising Bid for Strategic Out-Of-Home Sites on Ras Al Khor Road in Dubai
Dubai, October 2026: Mada Media, the company responsible for organising, developing and managing Dubai’s out-of-home (OOH) advertising sector, has awarded its latest bid to PHI Advertising for the installation, operation and investment of advertising assets at strategic locations along Ras Al Khor Road, one of Dubai’s key arterial routes. The award forms part of Mada Media’s ongoing efforts to expand investment opportunities in Dubai’s OOH sector, encourage broader participation from companies of different sizes and levels of expertise, and ensure a fair and transparent process for accessing advertising assets.
The bid covers the rights to install and commercially operate four bridge advertising panels and two static hoardings, strategically positioned along Ras Al Khor Road. This key arterial corridor connects Dubai–Al Ain Road with Al Khail Road and Sheikh Mohammed bin Zayed Road, providing access to several residential and industrial areas, as well as a portfolio of major urban districts and strategic developments. Ras Al Khor Road also serves as a prominent gateway to Dubai Creek Harbour, further enhancing its value as a high-visibility advertising destination.
The official signing ceremony was attended by Mansoor Al Sabahi, Chief Executive Officer of Mada Media, and Naif Saleh Alrajhi, Chairman of PHI Advertising, at Mada Media’s headquarters in Dubai.
Commenting on this awarding, Mansoor Al Sabahi, Chief Executive Officer of Mada Media, said: “We congratulate PHI Advertising on winning this bid, which attracted strong participation and reflects the growing confidence of advertising companies in Mada Media’s new approach to allocating OOH advertising assets. Our processes are built around clear criteria and fair and transparent processes, ensuring a level playing field and equal opportunities for companies of different sizes and capabilities. At the same time, we remain focused on our wider responsibility to preserve Dubai’s beautification, visual identity and urban landscape.”
Al Sabahi added: “Ras Al Khor Road is one of Dubai’s key arterial routes, serving major residential and industrial areas and providing access to a number of major under development projects. This gives the advertising assets along the corridor significant strategic value over the medium and long term. With this bid we have continued to refine our evaluation processes to make them clearer and more efficient, while strengthening investor confidence and providing companies with greater visibility to plan their future investments. This approach will help drive further growth across the sector and reinforce the OOH advertising industry’s contribution to Dubai’s wider economic development”.
Naif Saleh Al Rajhi, Chairman of PHI Advertising, said: “Winning this tender marks a significant milestone in strengthening PHI Advertising’s presence in Dubai and reflects Mada Media’s confidence in our ability to develop, manage, and maximise the value of strategic advertising assets. As we continue to expand our footprint in the out-of-home advertising sector, we remain committed to investing in premium locations and delivering innovative advertising solutions that elevate the urban landscape, enhance audience engagement, and support Dubai’s vision for a more advanced, sustainable, and globally competitive city.”
Mada Media incorporated a comprehensive set of tender conditions and evaluation criteria to encourage participation from companies of different sizes and capabilities. The process reflects the company’s commitment to equal opportunity, preventing monopolisation, enhancing transparency, and promoting fair competition.
The approach stimulated strong competition among companies operating in the sector, with several local and regional players competing to secure these strategic assets through the bidding process.
This is Mada Media’s fifth tender of 2026, underscoring its continued efforts to expand growth and investment opportunities for OOH advertising companies all levels, while developing a more structured and efficient framework for the management and commercialisation of advertising assets across Dubai.
During 2026, Mada Media’s tenders attracted participation from about 100 local and regional advertising companies and covered 683 digital and non-digital advertising assets.
Photo Caption: Mansoor al Sabahi and Naif Saleh Al Rajhi signing the awarding contract.
About Mada Media:
Mada Media was established in September 2024 under Law No. (20) of 2024, issued by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. The company was formed to organise, develop and manage the Out-of-Home (OOH) advertising sector in Dubai and to support its growth through the creation of a unified framework procedures for advertising permits and contracts, as well as the provision of innovative investment opportunities aligned with the highest regulatory, technical, and beautification standards adopted by the Emirate. Mada Media also contributes to expanding innovative advertising spaces and elevating the out-of-home advertising landscape to new horizons.
Pursuant to a concession agreement, the Roads and Transport Authority (RTA) and Dubai Municipality have authorised Mada Media to oversee the issuance of outdoor advertising permits across Dubai, establish and operate a unified digital platform for managing and processing all types of out-of-home (OOH) advertising permits, and manage naming rights agreements for public transport stations, including the Metro and Dubai Tram, as well as various infrastructure assets across the Emirate.
Mada Media places strong emphasis on innovation and digital transformation, with the aim of shaping a modern, out-of-home advertising sector. This is achieved by ensuring compliance with regulatory procedures, adopting advanced technologies, and building and strengthening strategic partnerships with leading investors in the sector.
About PHI Advertising:
PHI Advertising was founded in 2019 with an ambitious vision to elevate the out-of-home advertising sector and transform it into a precise tool for influence and measurable results. In a short period of time, the company established itself as one of the leading outdoor media companies in the United Arab Emirates, the Kingdom of Saudi Arabia, and Egypt.
With a portfolio of more than 400 digital and static advertising sites in prime strategic locations, PHI offers wide reach and exceptional impact across major urban hubs and high-traffic destinations. The company also develops innovative solutions powered by artificial intelligence technologies, helping to redefine how brands connect with their audiences, enhance their presence in the advertising landscape, and achieve tangible and sustainable results.
