Photo Credit : Gulf News
Dubai: Mada Media has awarded a strategic out-of-home (OOH) advertising contract to Arabian Outdoor, part of the Choueiri Group, as part of its broader efforts to regulate and expand Dubai’s outdoor advertising sector.
The agreement, signed at Mada Media’s headquarters, supports ongoing initiatives to enhance investment opportunities in the emirate and aligns with the goals of the Dubai 2040 Urban Master Plan.
Under the deal, Arabian Outdoor will manage a portfolio of 195 advertising assets, including both digital and static formats. These assets will be installed, operated, and monetised across key locations in Dubai, covering major roads and high-traffic corridors to maximise visibility and audience reach.
The portfolio includes bridge billboards, digital unipoles, lamppost advertising panels, and branded flags. These will be distributed across prominent routes such as Al Ittihad Street, Al Khail Road, Airport Road, Sheikh Mohammed bin Zayed Road, Sheikh Rashid Road, and other major thoroughfares known for heavy daily traffic.
Mansoor Al Sabahi, CEO of Mada Media, said the contract reflects strong market interest and marks a step forward in developing a more structured and competitive OOH sector.
He noted that Arabian Outdoor’s experience will help improve operational efficiency while delivering high-quality advertising placements across Dubai’s key road networks.
Al Sabahi added that the initiative is part of ongoing efforts to introduce transparent investment opportunities and expand premium advertising assets, while maintaining urban design standards and road safety in line with the Dubai 2040 vision.
Pierre Choueiri, Chairman and CEO of the Choueiri Group, welcomed the award, describing it as a milestone in the company’s long-standing presence in the UAE’s outdoor advertising industry.
He said Arabian Outdoor will leverage its expertise and network to deliver impactful advertising solutions, including advanced digital formats such as screens along the Dubai Water Canal, while continuing to invest in innovation and programmatic advertising technologies.
The announcement forms part of Mada Media’s wider strategy to grow Dubai’s OOH advertising market through competitive and transparent processes aimed at boosting investor confidence and encouraging innovation.
As the sector’s regulatory enabler, Mada Media oversees the planning and distribution of advertising assets across the emirate, working closely with government entities to ensure compliance with safety, sustainability, and urban planning standards.
The company also confirmed that this contract is part of a broader pipeline of investment opportunities set to roll out throughout 2026, targeting further expansion of advertising assets across Dubai’s key locations and supporting long-term market growth.
