Mada Media Secures AED971.3 Million in New Advertising Contracts
📋 Key Takeaway: Mada Media has signed new advertising contracts worth AED971.3 million in Q1 2026, highlighting the growth of Dubai’s out-of-home advertising sector.
Mada Media’s New Contracts Reflect Sector Growth
Mada Media, the entity responsible for managing Dubai’s out-of-home (OOH) advertising sector, has announced the signing of new advertising contracts valued at AED971.3 million in the first quarter of 2026. These agreements, which span five to seven years, signify a robust momentum in the OOH sector and reinforce Dubai’s standing as a premier investment hub for advertising.
The new contracts are part of Mada Media’s strategic initiatives to organize and develop Dubai’s OOH advertising market. This includes fostering long-term partnerships, enhancing advertising infrastructure, and accelerating digital transformation. These efforts are aligned with Dubai’s vision of creating an integrated urban environment that prioritizes innovation, sustainability, and well-being.
Market Dynamics and Future Prospects
The OOH advertising sector in the UAE is witnessing steady growth, driven by ongoing digital transformation and urban expansion. According to PwC, Dubai accounts for 73% of the UAE’s OOH market, with digital out-of-home (DOOH) advertising emerging as a pivotal growth driver. Reports from WPP Media indicate that the global OOH advertising market exceeds $50 billion, and continued growth is anticipated through 2026.
MAGNA, the media intelligence unit of IPG Mediabrands, highlights that the sector is maintaining a steady annual growth rate of about 5%. This trend underscores OOH advertising’s appeal as a long-term investment channel, particularly in a rapidly evolving media landscape.
Leadership Insights on Sector Development
Matar Al Tayer, Chairman of Mada Media, emphasized that the awarding of contracts valued at nearly AED1 billion reflects the maturity of Dubai’s OOH advertising sector and investor confidence in its sustained growth. He noted that these developments align with Mada Media’s mission to modernize the sector in accordance with global best practices, enhancing asset performance and solidifying Dubai’s position as a competitive investment destination.
Mansoor Al Sabahi, CEO of Mada Media, stated that the contracts secured in the first quarter lay the groundwork for reshaping the OOH sector within a structured regulatory framework. He highlighted the company’s commitment to sector development, emphasizing the capabilities built in a short timeframe to attract long-term, high-value investments that contribute to Dubai’s economic growth.
Frequently Asked Questions
What is the total value of the new contracts signed by Mada Media?
The total value of the new contracts signed by Mada Media is AED971.3 million.
How long do the new advertising contracts span?
The new advertising contracts span five to seven years.
What percentage of the UAE’s OOH market does Dubai account for?
Dubai accounts for 73% of the UAE’s OOH market.
What are the future growth prospects for the OOH advertising sector?
The OOH advertising sector is expected to continue growing, with a projected annual growth rate of around 5%.
How does Mada Media plan to enhance the OOH advertising sector?
Mada Media plans to enhance the OOH advertising sector by fostering long-term partnerships, advancing digital infrastructure, and ensuring compliance with regulatory frameworks.
