Dubai targets smarter, more sustainable advertising across public spaces

Mada Media has convened its Strategic Partners Forum, bringing together leading investors and stakeholders from Dubai’s out-of-home (OOH) advertising sector to strengthen collaboration and shape the future of advertising across the emirate’s public spaces.

Held on 22 January 2026, the forum was attended by members of Mada Media’s board of directors, its CEO Mansoor Al Sabahi, and representatives of Dubai’s leading OOH advertising investors. The event reflects Mada Media’s mandate to regulate, manage and develop the sector in line with Dubai’s legislative frameworks, sustainability objectives and long-term urban vision.

The forum focused on aligning industry stakeholders around unified frameworks that ensure full compliance with regulations governing advertising in public spaces. Particular emphasis was placed on adherence to the Out-of-Home Advertising Manual, accelerating digital transformation and encouraging the adoption of advanced technologies shaping the global OOH advertising market.

Forum charts future of outdoor advertising

Mada Media said the forum also provided an opportunity to brief partners on global market trends and emerging developments, while offering a platform for investors to share insights and operational challenges. The discussions are intended to support the development of practical, innovative solutions that balance commercial growth with Dubai’s commitment to visual excellence, public safety and sustainability.

Building on the outcomes of a series of workshops held during the forum, Mada Media will develop a set of actionable recommendations to support its corporate strategy for managing and developing the sector. These measures aim to expand investment opportunities, attract international brands and stimulate economic growth, while safeguarding Dubai’s visual identity.

All initiatives are aligned with sustainability goals and the Dubai 2040 Urban Master Plan.

In his opening address, Mansoor Al Sabahi emphasised the importance of maintaining close and regular engagement with major investors in the sector to ensure alignment with regulatory updates, technical guidelines and global best practices.

“Having successfully completed its start-up phase, Mada Media is now focused on consolidating its role within the business community and leading the sector toward sustainable growth,” Al Sabahi said.

“By ensuring compliance with technical standards, and driving digital transformation, we aim to create a market that is commercially attractive while enhancing Dubai’s beauty. Our priority is to strike a balance between operational excellence and investor profitability, which we are achieving by offering high-value investment opportunities, including tenders for strategically located signs along Dubai’s major roads, as well as other initiatives that will be announced in due course.”

Through initiatives such as the Strategic Partners Forum, Mada Media said it will continue to advance its role in preserving Dubai’s urban character, enhancing sustainability, ensuring public and traffic safety and preventing visual pollution, while supporting economic development by attracting investment and global brands to the emirate’s public spaces advertising market.