Strategic agreement unites partners’ premium assets with a shared vision for a sustainable sector.
Hills Advertising, one of Dubai’s largest and most experienced out-of-home (OOH) media firms, has signed a strategic partnership with Mada Media, the organisation responsible for regulating and developing the sector in the emirate. The agreement will see the two parties collaborate to develop and manage a portfolio of premium advertising assets across key corridors in Dubai. It also renews Hills’ oversight of inventory it has managed for more than two decades, reinforcing its role in shaping the next phase of OOH infrastructure in the city.
At the core of the agreement is a major transformation of Hills’ network of 94 premium static outdoor sites into digitally enabled formats, including the upgrade of 20 flagship bridge assets into advanced Digital Out-of-Home (DOOH) platforms. The initiative is part of a broader long-term investment expected to reach Dh1 billion, further strengthening Dubai’s position as a global hub for advanced urban media infrastructure.
With more than 22 years of continuous operation, Hills Advertising has played a key role in shaping Dubai’s outdoor advertising landscape. The new agreement marks a shift towards more intelligent, data-driven and future-ready media environments.
Strategically located along major routes such as Sheikh Zayed Road, Sheikh Mohammed bin Zayed Road and Al Khail Road, the network includes some of the city’s most prominent advertising locations. Under the partnership, these assets will be transformed into dynamic, high-impact platforms designed to deliver greater engagement, flexibility and measurable performance for brands.
The upgraded DOOH locations will introduce advanced display technologies, dynamic content capabilities and enhanced audience engagement, while preserving the scale, prominence and impact that have long defined Hills Advertising’s assets. This evolution will allow advertisers to move beyond simple visibility to real-time, data-driven communication, in line with global advancements in outdoor media.
The regional out-of-home sector is expanding तेजी, with an estimated value of around $1.7 billion and projected annual growth of 14%, while digital formats now account for nearly one-third of outdoor advertising spend in the United Arab Emirates.
On this occasion, Mansoor Al Sabahi said: “At Mada Media, we are committed to shaping a developed and sustainable future for Dubai’s out-of-home advertising sector. This aligns with our long-term strategy to establish global best practices and set benchmarks for the sector’s development and management. We take a balanced, well-considered approach that leverages advanced digital technologies where they add real value, while preserving the emirate’s visual identity and urban aesthetics.”
He added: “The gradual transformation of a portion of bridge advertising panels into digital formats enhances flexibility, creativity and engagement for advertisers. This keeps pace with sector evolution, aligns with approved regulatory frameworks and offers more interactive platforms to connect with audiences.”
Commenting on the partnership, Sami Al Mufleh said: “This partnership marks a key milestone for Hills Advertising and reinforces our role in shaping the next generation of out-of-home media in Dubai. With the strength of our network, world-class execution capabilities and long-term vision, we see a clear opportunity to deliver premium advertising environments that drive stronger business impact for brands and elevate OOH standards in the market. Together with Mada Media, we are helping build a more advanced, scalable and digitally enabled OOH ecosystem for Dubai.”
The collaboration underscores the shared commitment of Mada Media and Hills Advertising to developing high-quality, future-ready advertising infrastructure, while strengthening Dubai’s position as a leading global city for urban aesthetics and forward-looking development, in line with the objectives of the Dubai 2040 Urban Master Plan.
