Mada Media, the entity overseeing the organisation, development, and management of Dubai’s out-of-home (OOH) advertising sector, has entered into a strategic partnership with Hills Advertising, a Dubai-based media agency. The agreement grants Hills Advertising the responsibility of managing a premium portfolio of advertising assets located across key streets in the emirate.
The portfolio includes 94 bridge-mounted advertising banners—20 of which will be upgraded into modern digital screens—as well as 20 lamppost banners positioned in high-visibility locations. These assets are spread across major routes such as Sheikh Zayed Road, Sheikh Mohammed bin Zayed Road, Al Khail Road, Expo Road, and Al Wasl Road, among others.
As part of the agreement, Hills Advertising will also take on the development of selected assets, including the gradual conversion of several bridge banners into digital displays. This initiative aligns with Mada Media’s broader strategy to modernise the sector, improve operational efficiency, and enhance its appeal to advertisers. The move reflects the global trend toward digital out-of-home advertising, which currently accounts for around 34% of total OOH spending in many markets and continues to drive industry growth.
The partnership represents a significant step forward in advancing Dubai’s OOH landscape, combining Mada Media’s focus on sustainability and urban aesthetics with Hills Advertising’s expertise in execution and scale. Founded in 2003, Hills Advertising has built one of the largest OOH networks in Dubai. Regionally, the sector is experiencing strong momentum, with projections indicating annual growth of nearly 14%. In the UAE, digital OOH advertising now represents roughly one-third of total sector spending, with demand for tech-enabled formats steadily increasing.
Mansoor Al Sabahi, CEO of Mada Media, emphasised the company’s commitment to innovation, sustainability, and long-term growth. He noted that the shift toward digital formats will enhance creativity, flexibility, and audience engagement while maintaining Dubai’s visual identity and urban appeal. He also highlighted the importance of balancing technological advancement with adherence to regulatory standards.
Sami Al Mufleh, CEO of Hills Advertising, described the agreement as a key milestone that strengthens the company’s role in shaping the future of OOH media in Dubai. He pointed to the opportunity to deliver high-quality advertising environments that generate stronger brand impact and elevate industry standards through a scalable, digitally driven approach.
Overall, the collaboration underscores both companies’ shared vision of building a modern, future-ready advertising ecosystem. It also supports Dubai’s broader ambitions under the Dubai 2040 Urban Master Plan, reinforcing the city’s reputation for innovation, sustainability, and world-class urban design.
