Mada Media, the company responsible for regulating, developing, and managing the out-of-home advertising sector in the Emirate of Dubai, announced strong performance during the first half of 2026, with the total value of contracts signed reaching approximately AED 1.5 billion, covering 683 advertising assets.

The results reflect the company’s continued progress in developing an innovative and sustainable out-of-home advertising sector in line with its vision and updated strategy, while supporting the interests of investors and companies operating in the sector and further enhancing the attractiveness of Dubai’s advertising market.

80 Companies Participate in Mada Media Auctions

The first half of the year witnessed growing investment activity, with 80 local and regional advertising companies taking part in auctions launched by Mada Media. The auctions covered 683 digital and non-digital advertising assets.

The tenders also included plans to convert a significant share of existing assets into digital advertising platforms using the latest billboard technologies and in accordance with the highest internationally recognized safety standards.

This direction forms part of the company’s efforts to accelerate digital transformation across the sector, attract new categories of investors, and maintain business growth and continuity, helping strengthen the appeal and long-term sustainability of Dubai’s out-of-home advertising market.

683 Advertising Assets Across Key Locations in Dubai

The advertising assets offered included 27 digital unipole billboards, along with 20 bridge advertising panels, including six digital and 14 static panels, in addition to four static fence advertising panels and a number of advertising assets installed on light poles and flagpoles.

These assets are distributed across some of the emirate’s most important districts and high-traffic roads, giving investors a wider range of advertising opportunities while meeting the needs of different categories of companies and brands.

This diversity is part of Mada Media’s approach to expanding investment options and maximizing the value of advertising assets located across strategic areas of Dubai.

Supporting Emerging National Companies

As part of its focus on supporting emerging national businesses, 18 UAE-based startup advertising companies participated in an exclusive auction organized by Mada Media for the first time for national startups that are members of the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development.

The initiative is designed to strengthen the presence of these companies in the market, enhance their ability to compete, and give them access to a share of the returns generated by the out-of-home advertising sector, supporting their growth and long-term sustainability.

The initiative also aligns with Dubai’s broader efforts to support small and medium-sized enterprises, strengthen the role of national companies in the local economy, and enable entrepreneurs to benefit from opportunities in fast-growing investment sectors.

Enhancing Transparency and Expanding Investment Opportunities

The initiatives and auctions launched by Mada Media reflect the company’s commitment to providing new investment opportunities through procedures based on the highest standards of integrity and transparency.

This approach gives companies operating across the sector, regardless of their size or category, the opportunity to benefit from the investment returns generated by the out-of-home advertising market, supporting competition and long-term business sustainability.

These efforts are aligned with Dubai’s vision to drive economic growth, maximize the investment value of various sectors, and create a flexible business environment capable of delivering sustainable financial results.

Two New Naming Rights Agreements for Dubai Metro Stations

Investment activity during the first half of 2026 also included the signing of two naming rights agreements for stations on the Dubai Metro Red Line, one of the most prominent investment products overseen by Mada Media.

Dubai Metro station naming rights continue to attract strong interest from local, regional, and international brands due to the broad and sustained exposure they provide across one of the emirate’s most widely used public transportation networks.

Two new agreements were signed, one with a local brand and another, for the first time, with one of the world’s largest global brands. Further details are expected to be announced soon.

The move forms part of Mada Media’s plans to develop Dubai’s out-of-home advertising ecosystem, improve the efficiency of advertising assets, expand its investment portfolio, and accelerate digital transformation in support of the objectives of the Dubai Economic Agenda D33 and the Dubai 2040 Urban Master Plan.

Mattar Al Tayer: Results Confirm the Attractiveness of Dubai’s Out-of-Home Advertising Market

His Excellency Mattar Al Tayer, Chairman of Mada Media, affirmed that the results achieved by Mada Media reflect the strength and attractiveness of Dubai’s out-of-home advertising sector and the growing confidence it enjoys among investors and local and regional companies, benefiting from the emirate’s competitive economic environment and the flexible legislative and regulatory framework it provides to encourage investment, growth, and innovation, in implementation of the vision and directives of the wise leadership to strengthen Dubai’s position as a leading global hub for business, investment, and the new economy.

His Excellency said: “The participation of 80 local and regional advertising companies in the auctions launched by the company is an indicator of the expanding investor base and the strong demand for the investment opportunities provided by the sector. It also confirms the success of the approach adopted by Mada Media in managing and developing the out-of-home advertising ecosystem according to principles that strike a balance between enhancing the economic viability of assets, providing high-quality opportunities for the private sector, and improving the quality of Dubai’s urban landscape.”

Al Tayer explained that the next phase will see the continued development of an integrated model for the out-of-home advertising sector, based on the use of modern technologies, accelerating the transition toward digital advertising assets, and adopting innovative solutions that contribute to improving asset efficiency and enhancing their investment value, while maintaining the highest standards of safety, sustainability, and quality. This will keep pace with Dubai’s rapid urban and economic development and strengthen the integration of out-of-home advertising with the emirate’s visual identity and urban landscape.

He also emphasized that the company’s updated strategy focuses on expanding the range of investment opportunities, attracting new categories of investors, diversifying advertising assets and solutions, and strengthening the sustainable growth of the sector. The strategy also includes studying opportunities to leverage the expertise and model developed by the company and expand it into new markets, enhancing the company’s economic value and supporting its ambition to build a leading model for managing and developing the out-of-home advertising sector at both the regional and global levels.

Greater Expansion in Digital Advertising

Mada Media’s vision for the next phase reflects a growing focus on expanding the use of digital assets and modern technologies in the development of the out-of-home advertising market.

The company aims to improve the efficiency of advertising assets and increase their investment value through innovative digital solutions, while maintaining high standards of safety, sustainability, and quality.

Its updated strategy also focuses on attracting new categories of investors, diversifying advertising assets and solutions, supporting sustainable market growth, and exploring opportunities to apply the expertise developed by the company in other markets in the future.

Mada Media Focuses on Programmatic Advertising and Advanced Technologies

For his part, Mansoor Al Sabahi, Chief Executive Officer of Mada Media, said: “The results of the first half of 2026 confirm the company’s success in implementing its plans to develop and support the growth of a more efficient and sustainable out-of-home advertising ecosystem. This is demonstrated by the strong demand from local and regional advertising companies for the diverse investment opportunities being offered, as well as the variety of advertising assets included in these auctions, which have enabled investors to diversify and develop their investments by encouraging the digitization of a large number of these assets and promoting the use of the latest technologies and programmatic advertising, which will bring about a major transformation in the out-of-home advertising market during the coming period.”

Al Sabahi added: “Our efforts are currently focused on supporting digital transformation in the sector by adopting the latest technologies in the world of advertising screens, supporting its growth and business continuity by providing assistance to local companies and enabling global companies to expand their business networks in the local market. We are also expanding naming rights agreements for stations on the Green and Red Lines of the Dubai Metro, which are overseen by Mada Media and represent one of the rarest and most important investment opportunities in the out-of-home advertising sector, providing sustainable, long-term added value to investors and strengthening the position of both local and global brands within the emirate’s community.”

This direction reflects the company’s focus on advanced technologies, digital screens, and programmatic advertising as tools expected to play a central role in the market’s development during the next phase.

Expansion in Naming Rights for Red and Green Line Stations

Expanding naming rights agreements for stations on the Dubai Metro Red and Green Lines represents one of Mada Media’s key investment priorities for the coming period.

These opportunities are among the most distinctive investment products in the out-of-home advertising market, offering brands long-term visibility and the ability to strengthen their connection with a broad audience across Dubai.

The expansion in this area is taking place alongside efforts to support local companies and help international brands broaden their business networks and presence in the local market.

An Advertising Ecosystem That Supports the Quality of Dubai’s Urban Landscape

Al Sabahi said: “Since the company’s establishment, we have focused on building a regulatory and operational ecosystem based on transparency, accelerating procedures, and improving the efficiency of managing and operating advertising assets, in a way that achieves a balance between supporting investment and preserving the emirate’s visual identity and the quality of its urban landscape, in line with sustainable development objectives and Dubai’s vision for the future.”

As part of its commitment to supporting investors and partners, Mada Media developed a number of initiatives during the first half of the year aimed at enhancing business flexibility, supporting business continuity, and enabling companies to grow.

These initiatives are aligned with Dubai’s economic approach, which is based on improving efficiency and flexibility while promoting sustainable growth and creating an environment that enables companies to continue expanding and benefit from the market’s development.