New electronic platform streamlines advertising in Dubai
Mada Media launches central ad permit portal
DUBAI: In a major move to modernise the advertising landscape, Mada Media has unveiled a unified electronic platform that centralises all permit applications related to out-of-home (OOH) advertising across Dubai.
The launch of new portal www.madamedia.com marks a significant leap forward in the emirate’s efforts to regulate and enhance the visual and commercial environment through a transparent, cohesive system.
Previously, advertisers were required to navigate multiple portals and platforms to apply for permits depending on location or medium. The new system consolidates advertising permits across public transport (metro, buses, trams, taxis), roadsides, commercial vehicles, private lands, and building facades into a single, streamlined interface.
The platform also introduces unified terms and conditions, ensuring compliance with Dubai’s out-of-home advertising manual.
Mada Media
The unified platform is an initiative of Mada Media, a private joint-stock company established under Decree No. 20 of 2024 by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister of the UAE, and Ruler of Dubai. Operating under the Dubai Investment Fund, Mada Media has been tasked with redefining Dubai’s OOH advertising sector by creating standardised frameworks and ensuring alignment with the city’s technical, aesthetic, and regulatory standards.
Mohammed Ali Al Hammadi, CEO of Mada Media, described the launch as “an important step in achieving the company’s goals.” He noted that the platform is part of a broader strategy to reflect Dubai’s urban beauty, prioritise traffic safety, and support economic growth through effective advertising management.
Enhanced accessibility
Through its agreement with the Roads and Transport Authority (RTA) and Dubai Municipality, Mada Media holds exclusive rights to manage and regulate outdoor advertising spaces across the emirate. The move also introduces digital advertising opportunities in line with Dubai’s smart city vision.
The portal offers improved access and transparency for companies and institutions seeking advertising permits. Applications can be submitted online from today, eliminating bureaucratic delays and reducing the complexity of the approval process.
Vision for sustainability
Al Hammadi added that the company aims to be a pioneer in sustainable advertising by enhancing the visual appeal of public spaces while ensuring all advertising activities are aligned with Dubai’s broader urban development goals. “We are keeping pace with Dubai’s distinctive urban and economic vision, making every advertising space more impressive and impactful,” he said.
Mada Media’s mission includes turning public spaces into engaging platforms for communication while maintaining harmony with Dubai’s sustainability objectives. By centralising previously fragmented responsibilities, the company is playing a critical role in shaping a consistent and modern advertising framework for the city.