Riyadh, Saudi Arabia April 25, 2025: SRMG Media Solutions (SMS), a leading next-generation, data-driven media company, has announced a strategic partnership with Phi, the premier out-of-home (OOH) media network and a subsidiary of Naif Alrajhi Investment. This collaboration is set to expand Phi’s footprint across regions where SMS holds strong market presence while giving SMS’s clients exclusive access to Phi’s premium OOH inventory.
As the exclusive media partner for SRMG’s globally recognized brands — including Asharq Al-Awsat, Asharq News, Arab News, Billboard Arabia, Hia, Sayidaty, Manga Arabia, Akhbaar24, and others — SMS operates a multi-platform portfolio that reaches over 170 million users worldwide. The partnership with Phi adds a new dimension to SMS’s omnichannel capabilities by integrating outdoor advertising with its robust digital, social, TV, print, podcast, and experiential offerings.
Ziad Moussa, Managing Director of SMS, emphasized the significance of the partnership:
“SRMG’s established presence in over 30 countries positions us uniquely to drive significant growth for Phi. This partnership is a win-win for both parties. It allows us to introduce Phi’s innovative OOH solutions to a global audience, particularly those seeking to tap into the rapidly growing markets within the MENA region. As advertisers look to expand their reach, this Partnership offers them unparalleled opportunities to engage with one of the most dynamic and high-potential regions in the world.”
Founded in 2019, Phi has rapidly emerged as a leader in the Middle East’s OOH landscape, with a strong presence across 350+ high-traffic locations in the UAE, KSA, Egypt, and Morocco. Offering a diverse portfolio of billboards, bridges, digital screens, and Unipoles, Phi ensures maximum visibility and brand exposure for its clients.
Maher Boulos, CEO of Phi, added:
“Our partnership with SMS gives us the opportunity to offer advertisers direct access to the growing OOH market in Saudi Arabia and the wider region. This Partnership allows us to deliver more impactful and dynamic advertising solutions to our clients.”
By joining forces, SMS and Phi are set to transform the MENA region’s advertising ecosystem — offering scalable, data-driven, and engaging campaigns that seamlessly connect brands with audiences across physical and digital touchpoints.
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