CEO outlines Mada Media's vision to streamline and elevate Dubai’s OOH advertising sector

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

Looking ahead, Mada Media will act as a central orchestrator for these locations. We envision a collaborative ecosystem, working in synergy with more than 80 companies within the OOH advertising sector. Furthermore, Mada Media will actively cultivate strategic partnerships with the private sector to unlock new and innovative advertising opportunities, ultimately propelling the OOH advertising sector to unprecedented levels of sophistication and impact.

How will Mada Media manage these locations?
A cornerstone of our operational strategy is the creation of a unified and efficient platform designed to empower advertisers through a streamlined permit issuance process for identified locations. Our commitment extends to ensuring that these locations adhere meticulously to Dubai’s Advertisement Guidelines, thoughtfully crafted to prioritise road safety, elevate the city’s aesthetic appeal, and mitigate visual clutter.

What about the oversight of content on these outdoor sites?
The final stage of the OOH advertising process, securing permits for the content displayed on these prominent outdoor sites, remains under the jurisdiction of Dubai Municipality. As previously mentioned, Mada Media’s focus lies in optimising and unifying the initial permit application for OOH locations. While content permits are managed by Dubai Municipality, RTA plays a crucial role in enforcing compliance and addressing any deviations from the established guidelines. This collaborative framework ensures a cohesive and effective management system for this important sector.

Has Mada Media’s team been set up already?
The Mada Media team comprises seasoned professionals who bring a wealth of experience gained through years of service at RTA and Dubai Municipality. During Mada Media’s formative phase, we offered key personnel, who were already deeply involved in the core functions of our business, the opportunity to join our ranks. Their extensive track record in managing OOH advertisements is invaluable. Notably, our engineering team includes people with more than 14 years of specialised experience, possessing the critical market insights and technical acumen necessary to steer Mada Media towards its objectives. They are adept at identifying prime locations for the development of outdoor media, guided by the updated Mada Media manual, ensuring we proactively meet evolving market demands while maintaining full regulatory compliance.

Digital outdoor media is integral to Dubai’s growth narrative. What advancements are on the horizon?
Our initiatives are intrinsically linked to Dubai’s overarching growth trajectory, complementing the dynamic role that social media plays. The proven efficacy of digital content, mirroring the remarkable ascent of social media, underscores its importance. Currently, approximately 10 per cent of our asset portfolio is digital, and a key priority is to increase this to around 30 per cent within the next three years. This expansion will ensure we remain at the forefront of evolving media consumption patterns and technological advancements.

What is Mada Media’s approach to pricing?
Our strategic approach to pricing involves conducting thorough and ongoing market research and analysis to understand the evolving needs of the OOH advertising sector. We are committed to tailoring our pricing structures to foster sustainable growth within the market while ensuring a fair and competitive environment for all stakeholders. Our objective is to cultivate a thriving and well-organised OOH advertising landscape in Dubai.