Dubai’s out-of-home (OOH) advertising sector is set for further digital expansion after Mada Media signed a strategic agreement with Hills Advertising to manage premium advertising assets across the emirate.
The deal covers 94 bridge advertising banners, including 20 that will be upgraded into digital screens, along with 20 lamppost advertising banners located at key sites across Dubai.
The assets are spread across major roads including Sheikh Zayed Road, Sheikh Mohammed bin Zayed Road, Al Khail Road, Expo Road and Al Wasl Road, among other locations.
Under the agreement, Hills Advertising will develop part of the portfolio, converting selected bridge banners into digital screens as part of Mada Media’s phased modernisation plan for the sector.
The move reflects the growing global shift toward digital out-of-home advertising, which now represents around 34% of total OOH spending in several international markets.
Regionally, the sector is also seeing strong momentum, with forecasts pointing to annual growth of nearly 14% in the coming years. In the UAE, digital OOH now accounts for almost one-third of total sector spending.
Mansoor Al Sabahi, CEO of Mada Media, said: “At Mada Media, we are committed to shaping a future marked by accelerating growth and a deeper commitment to innovation and sustainability across Dubai’s out-of-home advertising sector. This aligns with our long-term strategy aimed at establishing regional and global best practices in the sector and setting a global benchmark for its development and management. We adopt a balanced and well-studied approach that leverages advanced digital technologies wherever they add real value to the sector’s digital transformation, while preserving the visual identity and the beautification of the urban scenery of the emirate.”
He added: “The gradual shift of some bridge advertising banners to digital screens marks a significant step in enhancing flexibility, creativity, and innovation across the advertising landscape. This upgrade introduces more dynamic and interactive platforms that deepen audience engagement and strengthen advertiser visibility. This initiative underscores Mada Media’s continued commitment to elevating the sector, modernising its infrastructure, and ensuring full compliance with established regulatory frameworks.”
Eng. Sami Al Mufleh, CEO of Hills Advertising, said: “This partnership marks an important milestone for Hills Advertising and reinforces our position as a company actively shaping the next generation of out-of-home media in Dubai. With the strength of our network, our world-class execution capabilities, and our long-term vision for the sector, we see a clear opportunity to deliver premium advertising environments that create stronger business impact for brands and raise the standard of OOH delivery in the market. Together with Mada Media, we are helping build a more advanced, scalable, and digitally enabled OOH ecosystem for Dubai.”
The collaboration supports Dubai’s wider urban development goals and aligns with the Dubai 2040 Urban Master Plan, while reinforcing the city’s position as a global leader in modern advertising infrastructure.
