Hills Advertising has announced a major AED1 billion investment aimed at expanding and digitising its out-of-home (OOH) advertising infrastructure across Dubai. The initiative aligns with the city’s broader outdoor media transformation led by Mada Media, which oversees the organisation and development of the sector.
The investment will support the upgrade and redevelopment of Hills Advertising’s OOH assets positioned across some of Dubai’s busiest traffic corridors. A key focus of the initiative is the enhancement of the company’s bridge banner network, which currently spans 94 locations along major routes including Sheikh Zayed Road, Sheikh Mohammed bin Zayed Road, and Al Khail Road.
As part of the next phase of expansion, 20 bridge advertising sites will be transformed into digital out-of-home (DOOH) platforms, complementing the company’s existing two operational digital bridge assets.
Mansoor Al Sabahi highlighted the growing shift towards advanced digital advertising formats within the sector.
“The gradual transformation of bridge advertising panels into digital formats enhances flexibility, creativity, and levels of engagement for advertisers,” he said. “This keeps pace with sector evolution and supports the development of more interactive platforms across the city.”
The move reflects a wider industry transition from traditional static outdoor advertising towards more dynamic and data-enabled digital environments. Industry estimates currently value the regional OOH market at approximately $1.7 billion, with digital formats contributing nearly one-third of outdoor advertising expenditure in the UAE.
Sami Al Mufleh said the investment represents a long-term strategic approach to the future of outdoor advertising.
“This is not just about expanding inventory,” he said. “It’s about building an infrastructure that allows brands to operate with greater consistency, flexibility, and measurable impact over time. The scale of the network gives us a unique opportunity to rethink how campaigns are delivered across the city.”
The digitisation programme is being implemented in partnership with Daktronics, which will provide digital display systems for selected bridge locations.
Ahmad Dammash commented on the collaboration, saying: “Dubai’s bridge network plays a unique role in how the city is seen and experienced, and delivering displays across 20 locations supports a more dynamic, connected city. We’re proud to work with Hills Advertising to bring these displays to life, and their high standards and commitment to quality shine through in this project. We’re looking forward to seeing these bright lights switched on this year as they power the city’s evolution.”
The investment builds on Hills Advertising’s more than 20-year presence in Dubai’s outdoor advertising market, where the company has established a large-format network across high-traffic urban locations.
While a complete rollout timeline has not yet been disclosed, the phased deployment of digital assets is expected to significantly influence how outdoor advertising campaigns are planned and executed across Dubai in the coming years.
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