Mohammed Ali Al Hammadi, CEO, Mada Media CompanyThe global out-of-home (OOH) advertising sector is experiencing robust growth and is projected to reach $67.97bn by 2033, according to a report by IMARC Group.
Locally, the UAE’s OOH advertising sector reached $345mn in 2024, and is expected to grow to $498mn by 2030, according to a report by Horizon Grand View Research.
In dynamic urban centres such as Dubai, which feature robust infrastructure, OOH advertisements across malls, transit hubs and iconic landmarks play a pivotal role in shaping the urban environment and daily visual experience.
Globally, there has been a shift towards digital and interactive formats, accelerating OOH advertising’s potential to enhance cityscapes. In Dubai’s dynamic market, digital OOH stands out for its bold designs and creative storytelling, contributing to the city’s modern aesthetic.
Leveraging advanced technology and strategic urban planning, these displays effectively integrate with the city’s vast road network and evolving infrastructure, reaching a broad spectrum of residents and visitors.
“Mada Media is committed to strategically organising the OOH market in Dubai, fostering a cohesive and well-regulated environment.”
Despite the global trend toward digitisation, only 10 per cent of Dubai’s outdoor advertising assets are digital, compared to 30 to 40 per cent in leading global markets.
This reveals a significant opportunity to strategically expand digital OOH formats across the city, enhancing the visual appeal and dynamism of Dubai’s public spaces.
Furthermore, thoughtfully integrated digital displays can contribute to a more informed and engaging urban experience.
Iconic campaigns in strategic locations exemplify the potential for immersive visual experiences that contribute to Dubai’s global image as a center of innovation and creativity. The convergence of technology and artistic vision underscores the opportunity to elevate the city’s visual narrative on a grand scale.
Mada Media is spearheading a transformation in the UAE’s OOH ecosystem. Formed under the umbrella of Dubai Investment Fund through a triparty concession agreement with Dubai Roads and Transport Authority (RTA) and Dubai Municipality, it has streamlined the approval process by introducing centralised permit access and leveraging digital infrastructure.
Mada Media is committed to strategically organising the OOH market in Dubai, fostering a cohesive and well-regulated environment.
The vision is to elevate the city’s beauty through thoughtful and integrated advertising that aligns with urban planning and enhances the overall visual experience for residents and visitors alike.
By focusing on strategic development and efficient processes, Mada Media aims to ensure that outdoor advertising contributes positively to Dubai’s image as a world-class metropolis.
By Mohammed Ali Al Hammadi, CEO, Mada Media Company
