Business

Mada Media, the entity responsible for organizing, developing, and managing Dubai’s out-of-home (OOH) advertising sector, has announced the launch of a first-of-its-kind bid exclusively designed for members of Dubai SME, the agency operating under the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development.

The initiative aligns with Dubai’s leadership vision to empower national small and medium enterprises (SMEs) and increase their participation in strategic economic sectors, including the rapidly evolving OOH advertising industry.

Under the new initiative, eligible SMEs will have the opportunity to secure the rights to install and operate two advertising hoardings at prime locations along Al Yalayis Street, a major transport corridor connecting Sheikh Zayed Road and Sheikh Mohammed Bin Zayed Road.

Supporting SME Growth in the OOH Sector

According to Mansoor Al Sabahi, Chief Executive Officer of Mada Media, the initiative represents a significant step toward expanding opportunities for local businesses within Dubai’s advertising ecosystem.

He noted that the bid has been structured to provide transparent and competitive investment opportunities, enabling national SMEs to establish a stronger presence in the OOH advertising market while contributing to the sector’s long-term growth.

Al Sabahi emphasized that supporting local businesses goes beyond market access, aiming to develop national capabilities that can compete locally, regionally, and internationally. He added that empowering Emirati talent and enterprises remains central to Dubai’s vision for sustainable economic development.

Strategic Alignment with Dubai 2040 Urban Master Plan

The initiative forms part of Mada Media’s broader strategy to support Dubai’s economic and urban development objectives, particularly those outlined in the Dubai 2040 Urban Master Plan.

The company views OOH advertising as more than a marketing channel, positioning it as a key component of Dubai’s urban landscape that contributes to the city’s visual identity and attractiveness as a global investment destination.

Simplified Requirements for SMEs

To encourage participation, the bid has been specifically tailored to accommodate the operational scale and resources of SMEs.

Key incentives include:

• Exemption from initial bid security requirements
• Nominal tender document fees
• Simplified evaluation and selection criteria
• Accessible participation framework for emerging businesses

The structure is also intended to help local companies develop operational expertise by managing projects through their own teams and resources, enabling them to compete more effectively alongside established international players in the sector.

Driving Innovation in Outdoor Advertising

The initiative supports Mada Media’s long-term ambition of positioning Dubai as a global benchmark for OOH advertising through:

• Higher quality and sustainability standards
• Digital transformation initiatives
• Expansion of programmatic advertising
• Increased local and international investment
• Greater participation of national SMEs

Eligibility Criteria

Companies wishing to participate must possess:

• A valid trade license or certificate of incorporation.
• A valid Dubai SME certificate with a total validity period of five years.
• At least one year of remaining validity on the SME certificate at the time of application.

The bid represents a new avenue for national SMEs to enter Dubai’s OOH advertising sector while contributing to the emirate’s vision of fostering innovation, entrepreneurship, and sustainable economic growth.

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