From left: Eng. Sami Al Mufleh, CEO of Hills Advertising; Mansoor Al Sabahi, CEO of Mada Media.Mada Media has signed an agreement with media agency Hills Advertising wherein its portfolio of premium advertising assets across various streets in Dubai will be managed by the company to enhance the digitalisation of out-of-home (OOH) assets in the city.
Mada Media, the company responsible for organising, developing and managing the OOH advertising sector in Dubai, will oversee Hills Advertising’s 94 bridge advertising banners, which include 20 banners that have been upgraded into modern digital screens. Additionally, Mada Media will also overlook Hills Advertising’s 20 advertising lamppost banners situated at strategic locations across Dubai.
These assets are distributed across several major roads and corridors in the emirate, including Sheikh Zayed Road, Sheikh Mohammed bin Zayed Road, Al Khail Road, Expo Road, and Al Wasl Road, along with several other locations.
Under the terms of the agreement, Hills Advertising will develop part of these assets, including several bridge banners, and convert them into digital screens as part of a gradual development plan adopted by Mada Media to enhance sector efficiency and increase its attractiveness to advertisers.
“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,” said Mansoor Al Sabahi, CEO of Mada Media.
“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,” he added.
This approach comes amid the rapid global shift in the out-of-home advertising sector toward digital solutions. According to Mada Media, digital out-of-home advertising accounts for approximately 34 per cent of total OOH advertising spending in several global markets and is considered the main driver of the sector’s growth.
Furthermore, this partnership reflects a strategic step towards advancing the OOH sector in Dubai, combining Mada Media’s vision for preserving Dubai’s beautification and sustainability with Hills Advertising’s proven strength in execution, scale, and market impact.
Al Sabahi explained that Mada Media’s approach 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 said that shifting some of Dubai’s bridge advertising banners to digital screens marks a significant step in enhancing flexibility, creativity, and innovation across the city’s advertising landscape. Furthermore, he said the 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,” said Al Sabahi.
Established in Dubai in 2003, Hills Advertising has built one of the city’s largest out-of- home network. The collaboration aims to reaffirm the entities’ shared commitment to developing high-quality, future-ready advertising infrastructure.
“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,” said Eng. Sami Al Mufleh, CEO of Hills Advertising.
“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,” Al Mufleh added. “Together with Mada Media, we are helping build a more advanced, scalable, and digitally enabled OOH ecosystem for Dubai.”
The agreements is a further step towards the city’s forward-looking vision in line with the objectives of the Dubai 2040 Urban Master Plan, which aims to position the emirate as one of the world’s most distinguished cities in terms of urban aesthetics.
At the regional level, the OOH advertising sector is witnessing significant growth, with forecasts indicating an annual increase of nearly 14 per cent in the coming years. Digital out‑of‑home advertising now makes up close to one‑third of total OOH spending in the UAE, a share that continues to rise as demand for modern, technology‑driven formats grows.
