Mada Media Signs Strategic Agreement to Accelerate Digitalisation in Dubai’s OOH Sector
Mada Media has signed a strategic agreement with Hills Advertising to manage and develop a portfolio of premium out-of-home (OOH) advertising assets across key locations in Dubai, marking a significant step toward digital transformation in the sector.
The agreement covers 94 bridge advertising banners, including the upgrade of 20 units into digital screens, as well as 20 lamppost banners positioned across major arterial roads such as Sheikh Zayed Road, Sheikh Mohammed bin Zayed Road, Al Khail Road, Expo Road, and Al Wasl Road.
Under the partnership, Hills Advertising will lead the development and gradual conversion of selected bridge banners into modern digital screens, aligning with Mada Media’s broader strategy to enhance efficiency and increase the sector’s appeal to advertisers. The initiative reflects a wider global shift toward digital out-of-home (DOOH) advertising, which now accounts for a growing share of industry spending.
Regionally, the OOH sector is experiencing strong momentum, with forecasts indicating annual growth of nearly 14%, while digital formats continue to gain traction as brands seek more dynamic and interactive advertising solutions.
Mansoor Al Sabahi, CEO of Mada Media, said the partnership supports the company’s long-term vision of building a future-ready, sustainable, and innovation-driven advertising ecosystem. He highlighted the importance of balancing advanced digital integration with preserving Dubai’s urban aesthetics and visual identity.
He added that the transition to digital screens will enhance flexibility, creativity, and audience engagement, offering advertisers more impactful ways to connect with consumers while maintaining compliance with regulatory frameworks.
Eng. Sami Al Mufleh, CEO of Hills Advertising, described the agreement as a milestone that reinforces the company’s role in shaping the next phase of OOH media in Dubai. He noted that the collaboration will enable the delivery of premium advertising environments and support the development of a scalable, digitally enabled media network.
The partnership also aligns with the objectives of the Dubai 2040 Urban Master Plan, contributing to the emirate’s vision of creating a modern, visually cohesive, and globally competitive urban environment.
By combining Mada Media’s strategic oversight with Hills Advertising’s operational capabilities, the initiative is expected to further strengthen Dubai’s position as a global leader in out-of-home advertising, while advancing the sector’s digital transformation.
