Dubai-based Mada Media has launched www.madamedia.com, a new unified digital platform aimed at streamlining out-of-home (OOH) advertising across the emirate. Targeted at advertisers and media agencies, the platform consolidates the process of applying for advertising permits – covering everything from public transport networks and commercial vehicles to private buildings and right-of-way placements – into a single, centralised system.

The move follows the establishment of Mada Media by decree in September 2024, under the directive of His Highness Sheikh Mohammed bin Rashid Al Maktoum, with the goal of regulating and developing Dubai’s advertising infrastructure.

Mada Media’s new platform also aligns with Dubai’s official OOH Advertising Manual, ensuring unified compliance standards, clearer creative guidelines, and a more transparent permitting process.

Mohammed Ali Al Hammadi, CEO of Mada Media, said: “The launch of the unified electronic platform is an important step in achieving the company’s goals and an essential part of its journey through which we seek to establish standards and frameworks aimed at regulating the out-of-home advertising sector efficiently and effectively, in a manner that reflects the city’s beauty, while prioritising traffic safety and supporting economic growth.”

“Mada Media aims to pioneer sustainability, keeping pace with Dubai’s distinctive urban and economic vision, and making every advertising space more impressive and impactful, ensuring the management of advertising spaces and the implementation of relevant legislation,” added Al Hammadi.

Launched under a concession agreement with the Roads and Transport Authority (RTA) and Dubai Municipality, the platform supports advertisers in navigating permit requirements while opening up new digital and physical inventory across the city. Unified terms and conditions now govern the process, making it easier for agencies to plan and activate campaigns at scale.

Permit applications are now open via the unified platform offering advertisers a faster and more accessible route to campaign deployment across Dubai’s OOH landscape.