Hills Advertising has revealed that it is investing AED1bn (approximately $272m) towards the expansion and digisation of its out-of-home (OOH) network in Dubai. The development is a part of Dubai’s broader OOH landscape, which is managed by Mada Media, which oversees the organisation and development of the sector.
The invested amount will go towards the conversion and development of Hills’ OOH properties and infrastructure across key corridors in the city. The AED1bn OOH investment programme will primarily see the improvement of Hills’ bridge banner network, which spans 94 locations across key roadways, including Sheikh Zayed Road, Sheikh Mohammed bin Zayed Road and Al Khail Road.
As part of the rollout, 20 of these bridge assets will be converted into digital out-of-home (DOOH) platforms over the coming phase, in addition to the existing two digital bridges already in operation.
Mansoor Al Sabahi, CEO of Mada Media, said the shift reflects the sector’s ongoing evolution toward more advanced and flexible formats.
Al Sabahi said, “The gradual transformation of bridge advertising panels into digital formats enhances flexibility, creativity, and levels of engagement for advertisers,” he said. “This keeps pace with sector evolution and supports the development of more interactive platforms across the city.”
While OOH in the region has traditionally been driven by static formats and location-based planning, the scale of investment reflects a shift toward more flexible and data-enabled environments.
Industry estimates place the regional market at around $1.7bn, with digital formats accounting for close to one-third of UAE outdoor advertising spend.
Eng. Sami Al Mufleh, CEO of Hills Advertising, said the move reflects a longer-term view of how the channel is evolving. “This is not just about expanding inventory,” he said. “It’s about building an infrastructure that allows brands to operate with greater consistency, flexibility, and measurable impact over time. The scale of the network gives us a unique opportunity to rethink how campaigns are delivered across the city.”
The digitisation programme is being delivered in collaboration with Daktronics, which will support the rollout of digital display systems across selected bridge locations.
“Dubai’s bridge network plays a unique role in how the city is seen and experienced, and delivering displays across 20 locations supports a more dynamic, connected city,” said Ahmad Dammash, Daktronics regional sales. “We’re proud to work with Hills Advertising to bring these displays to life, and their high standards and commitment to quality shine through in this project. We’re looking forward to seeing these bright lights switched on this year as they power the city’s evolution.”
The investment builds on more than two decades of Hills’ presence in Dubai’s outdoor advertising market, where the company has developed a large-format network positioned along some of the city’s busiest traffic corridors.
While the outdoor supplier has not disclosed timelines for the full rollout, the phased deployment of digital assets is expected to begin shaping how campaigns are planned and executed across Dubai’s road network in the upcoming term.
