Mada Media: Orchestrating a unified future for Dubai's out-of-home advertising

Dubai's urban canvas is a vibrant tapestry of billboards, many of which are now digital.

- Gulf News Report

Buildings, roads, and facades come alive with stories and creative messages displayed on a grand scale, stretched across the city they adorn. In short, every thoroughfare, from our bustling highways to our vibrant streets, pulses with impactful messaging.

It is within this dynamic environment that the Dubai government established Mada Media, entrusting it with the pivotal role of overseeing key outdoor advertising locations across the city. Mohammed Ali Al Hammadi, the CEO, is tasked with managing the Mada mandate.

Gulf News sat with Al Hammadi, CEO of Mada Media, to understand the company’s approach to further enhance Dubai’s impressive outdoor advertising scene.

What are Mada Media's core responsibilities?

Our primary mandate, as defined by the decree establishing Mada Media, is to strategically manage and organise Dubai’s out-of-home (OOH) advertising sector through the issuance of location permits aligned with Dubai’s comprehensive Advertisement Guidelines. These prime advertising locations, encompassing right of way spaces, vehicular assets, building facades, and private land, were previously under the purview of Roads and Transport Authority (RTA) and Dubai Municipality.