Mada Media, the company responsible for organising, developing and managing Dubai’s out-of-home (OOH) advertising sector, has awarded the first bid dedicated exclusively to national small and medium enterprises to Catalyst Advertisement LLC.
Catalyst won the bid after competing against 18 qualified companies, Mada Media said in a statement on Tuesday.
The three-year-and-90-day contract gives Catalyst the rights to install, operate and develop two advertising hoardings on Al Yalayis Street, a key Dubai arterial route running from Sheikh Zayed Road towards Sheikh Mohammed bin Zayed Road.
Strategic advertising locations
The locations are in an emerging urban area experiencing significant growth because of its proximity to Al Maktoum International Airport, Mada Media said.
Catalyst, a UAE national company led by Emirati businesswoman and Chief Executive Officer Sumaia Hammad, has been active in the OOH advertising industry for more than three years.
The award makes Catalyst the first national SME to secure strategic OOH advertising assets in Dubai through a dedicated bid created exclusively to support such companies, Mada Media said.
Mada Media Chief Executive Officer Mansoor Al Sabahi congratulated Catalyst and said the award would provide the company with an opportunity to participate in Dubai’s expanding OOH advertising sector.
“We are confident in Catalyst’s ability to effectively manage the strategic assets awarded under the bid and contribute to the sector’s continued growth and development,” Al Sabahi said.
Bid designed for smaller companies
The SME bid was designed around the scale and capabilities of smaller companies, Mada Media said.
Participating companies were exempted from the bid bond, while fees for purchasing the Letter of Interest were set at a nominal rate. The evaluation and selection criteria were also streamlined to create what Mada Media described as a fair and accessible competitive environment.
Eligibility was limited to companies holding a valid trade licence and a valid SME certificate issued by the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development.
“Supporting SMEs and creating opportunities for their growth is a key pillar of Mada Media’s strategy to advance the out-of-home advertising sector,” Al Sabahi said.
He added that the framework was intended to enable broader market participation and create greater opportunities for economic contribution and job creation.
Catalyst targets wider advertising reach
Catalyst CEO Sumaia Hammad said the company was pleased with Mada Media’s confidence in awarding it the two hoardings.
“This step builds on our journey of more than three years in the out-of-home advertising industry and is particularly significant to us, as Catalyst Advertisement is a small and medium-sized enterprise,” Hammad said.
She said the partnership would open opportunities for growth, business expansion and the operation of strategically located advertising assets.
Through the locations, Catalyst will provide advertising spaces and solutions for brands, product owners, entrepreneurs and businesses seeking to strengthen their market presence and reach wider audiences, the statement said.
Mada Media said supporting national SMEs was part of its strategy to establish Dubai as a global benchmark in the OOH advertising sector, while maintaining quality and sustainability standards, driving digital transformation and expanding its base of local and international investors.
Mada Media was established in September 2024 under Dubai Law No. 20 of 2024 to organise, develop and manage the emirate’s OOH advertising sector.
