Hills Advertising and Mada Media Partner to Transform Out-of-Home Advertising in Dubai
Tuesday, 5 May 2026
Hills Advertising has signed a strategic partnership with Mada Media to modernise Dubai’s out-of-home advertising landscape. The collaboration will introduce advanced digital platforms and elevate the emirate’s position as a global leader in smart urban media infrastructure.
Key Highlights
- Strategic partnership between Hills Advertising and Mada Media to upgrade Dubai’s OOH sector
- Transformation of 94 premium outdoor advertising locations across key city corridors
- Conversion of 20 bridge assets into Digital Out-of-Home (DOOH) platforms
- Long-term investment expected to reach Dh1 billion
- Network spans major routes including Sheikh Zayed Road, Sheikh Mohammed bin Zayed Road, and Al Khail Road
- Introduction of advanced display technologies and dynamic content capabilities
- Enhanced real-time, data-driven advertising solutions for brands
- Strengthens Dubai’s position as a global hub for smart urban infrastructure
- Supports the vision of Dubai 2040 Urban Master Plan
- Builds on over 22 years of industry expertise from Hills Advertising
- Enables greater flexibility, creativity, and audience engagement
- Aligns with global trends in digital transformation of outdoor media
- Regional OOH sector valued at $1.7 billion with strong annual growth
- Digital formats account for a significant share of UAE advertising spend
- Promotes high-quality, visually integrated urban advertising environments
- Reinforces Dubai’s reputation for innovation, design, and forward-thinking development
