Dubai Advances Out-of-Home Advertising with New Partnership

May 8, 2026

86 min

May 8, 2026 06:31

Delivering the next generation of out-of-home advertising in Dubai

## Strategic Partnership in Dubai

Hills Advertising, a leading out-of-home media company in Dubai, has entered a strategic partnership with Mada Media to enhance the city's advertising landscape. This collaboration aims to integrate Hills' premium media assets with Mada Media's sustainable vision, reinforcing Dubai's global leadership in this sector.

## Transformation of Advertising Assets

The agreement focuses on transforming Hills' existing network of 94 static outdoor locations into digitally enabled platforms. This includes converting 20 flagship bridge assets into advanced Digital Out-of-Home (DOOH) platforms. The initiative is part of a broader investment plan, expected to reach Dh1 billion, aimed at positioning Dubai as a leader in urban media infrastructure.

## Enhanced Advertising Capabilities

The upgraded DOOH locations will feature advanced display technologies and dynamic content capabilities. This evolution will allow advertisers to engage audiences in real-time, data-driven communication, aligning with global trends in outdoor media.

## Growth in the Sector

The regional out-of-home advertising sector is experiencing rapid growth, valued at approximately $1.7 billion with an annual growth rate of 14%. Digital formats now account for nearly one-third of outdoor advertising spend in the UAE.

## Commitment to Sustainable Development

Mansoor Al Sabahi, CEO of Mada Media, emphasized the commitment to a sustainable future for Dubai's advertising sector. The transformation of bridge advertising panels into digital formats is designed to enhance creativity and engagement while maintaining the visual identity of the emirate.

## Future-Ready Infrastructure

Eng. Sami Al Mufleh, CEO of Hills Advertising, highlighted the partnership as a milestone in shaping the next generation of out-of-home media in Dubai. The collaboration aims to build a more advanced, scalable, and digitally enabled advertising ecosystem, aligning with the objectives of the Dubai 2040 Urban Master Plan.

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