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Post by : Badri Ariffin
Dubai, UAE: Mada Media has officially awarded a significant Out-of-Home (OOH) advertising contract to PHI Advertising, reinforcing the landscape of outdoor advertising in Dubai.
The ceremonial agreement was penned by Mansoor Al Sabahi, CEO of Mada Media, and Naif Saleh Al Rajhi, Chairman of PHI Advertising. This contract empowers PHI Advertising with the rights to implement and manage a premium suite of OOH advertising properties across some of Dubai's busiest thoroughfares.
Included in this portfolio are key routes like Sheikh Mohammed bin Zayed Road, Al Khail Road, and Dubai–Al Ain Road, which are vital arteries of the emirate. The asset portfolio comprises nine digital unipoles, nine static unipoles, and one large hoarding, all constructed under stringent safety and technical standards to facilitate smooth integration into the urban framework.
Mansoor Al Sabahi highlighted that this collaboration showcases Mada Media's dedication to fostering investment in the OOH sector while hastening the shift toward digital technologies. This serves Dubai's wider economic objectives, encompassing the Dubai Economic Agenda D33 and the Dubai 2040 Urban Master Plan.
He also stated that Mada Media aspires to cultivate a future-oriented advertising ecosystem that attracts both global and regional brands, all while adhering to high standards in quality and sustainability.
Naif Saleh Al Rajhi responded positively to the agreement, asserting that it cements PHI Advertising's role as a leader in the outdoor digital network scene within Dubai. He acknowledged that ongoing investments in sophisticated technologies resonate well with Dubai's long-term urban and economic aspirations.
As the authority overseeing Dubai's OOH advertising sector's development and regulation, Mada Media is committed to ensuring that advertising enhances urban aesthetics, sustainability, and road safety.
This contract is a piece of a larger array of OOH tenders that are anticipated to be rolled out through 2026, targeting strategic locations throughout Dubai to stimulate market expansion and bolster investor confidence.
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