Mada Media Signs an Agreement with Hills Advertising

Mada Media, the company responsible for organising, developing and managing the out-of-home (OOH) advertising sector in the Emirate of Dubai, has signed a strategic agreement with Dubai-based media agency, Hills Advertising, to manage a portfolio of premium advertising assets across various streets of the emirate.

The agreement includes 94 bridge advertising banners, including 20 banners upgraded into modern digital screens, in addition to 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. This approach comes amid the rapid global shift in the out-of-home advertising sector toward digital solutions. Today, digital out-of-home advertising accounts for approximately 34% 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. Established in Dubai in 2003, Hills has built one of the city’s largest out-of- home network. At the regional level, the out-of-home advertising sector is witnessing significant growth.

 Across the region, the out‑of‑home advertising sector is recording strong growth, with forecasts indicating an annual increase of nearly 14% 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.

On this occasion, Mansoor Al Sabahi, CEO of Mada Media, said: “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. 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. We adopt a balanced and well-studied approach that 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 added: “The gradual shift of some bridge advertising banners to digital screens marks a significant step in enhancing flexibility, creativity, and innovation across the advertising landscape. This 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.

Commenting on the partnership, Eng. Sami Al Mufleh, CEO of Hills Advertising, said: “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. 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. Together with Mada Media, we are helping build a more advanced, scalable, and digitally enabled OOH ecosystem for Dubai.”

This collaboration reaffirms Mada Media and Hills Advertising’s shared commitment to developing high-quality, future-ready advertising infrastructure, while strengthening Dubai’s position as one of the world’s most distinguished cities in terms of urban aesthetics and forward-looking vision and comes in line with achieving the objectives of Dubai 2040 Urban Master Plan.