Hills Advertising’s Dhs1bn bet on Dubai’s digital future
Founder and CEO Sami Al Mufleh explains why Hills Advertising is investing heavily in digital out-of-home, how AI and measurement are reshaping the industry
10 August, 2026
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Sami Al Mufleh is the founder and CEO of Hills Advertising, one of the UAE’s leading out-of-home media companies.
Over the past two decades, he has been involved in the development, operation and commercialisation of large-scale media infrastructure across the region.
In a recent interview, he explains what it takes to drive innovation in outdoor advertising and digital transformation.
He further unpacks the importance of measurement, technology and the role of media in supporting the UAE’s long-term economic vision.
Hills Advertising has been part of Dubai’s outdoor advertising landscape for more than two decades. Why is your recently announced partnership with Mada Media such a pivotal moment for both your company and the wider industry?
For Hills, this partnership represents the next chapter in a journey that started more than 20 years ago. We have had the privilege of growing alongside Dubai and helping shape its outdoor advertising landscape across some of the city’s most important corridors. Today, the market is entering a new phase, and this partnership allows us to move from traditional outdoor visibility into a more advanced, digitally enabled, and future-ready model.
It is also important for the wider industry because it reflects a more structured and ambitious approach to outdoor media in Dubai. With Mada Media’s vision for the sector and Hills’ operational experience, premium assets, and execution capabilities, we are helping raise standards around quality, innovation, accountability, and the role outdoor media can play in a modern city.
Hills Advertising is investing up to Dhs1bn to transform its network, including converting 20 flagship bridge assets into digital platforms. Why make such a significant investment now, and what does it say about your confidence in Dubai’s long-term growth?
The timing is very deliberate. Dubai is growing, its economy is diversifying, and global brands continue to see the city as one of the most important markets in the region. To support that growth, the media infrastructure around the city also needs to evolve. This investment is our way of building for the next decade, not just the next campaign cycle.
We are investing because we have strong confidence in Dubai’s long-term direction. The city has consistently shown that when it plans for the future, it moves quickly and executes at a global standard. By transforming key assets into digital platforms, we are making sure outdoor media keeps pace with Dubai’s ambitions and gives advertisers more flexible, impactful, and measurable ways to communicate.
Outdoor advertising has traditionally been about visibility and reach. Today, brands increasingly expect measurable business outcomes. How is digital out-of-home changing what advertisers can achieve?
Visibility and reach will always be important, especially in a city like Dubai where outdoor media has such a powerful presence. But brands today want more than exposure. They want relevance, flexibility, speed, and a clearer understanding of how their media investments support business results.
Digital out-of-home changes the equation because it allows campaigns to be more dynamic and responsive. Brands can adapt messaging, plan around different audiences or moments, and use outdoor media as part of a broader performance-driven communications strategy. It takes OOH from being a static awareness channel to a platform that can support stronger engagement, better planning, and more accountable outcomes.
Dubai’s major road corridors are among the busiest and most economically important in the region. Do you increasingly see Hills’ network as part of the city’s communications infrastructure, rather than simply advertising space?
Yes, absolutely. When you operate across routes such as Sheikh Zayed Road, Al Khail Road, Sheikh Mohammed bin Zayed Road, Airport Road, and other high-traffic corridors, you are not simply selling advertising space. You are managing highly visible communication points within the daily movement of the city.
That comes with responsibility. These assets must be premium, well-maintained, visually appropriate, and aligned with the standards of the city around them. As Dubai grows, we see our network as part of a broader communications infrastructure that connects brands with people in a way that is visible, trusted, and integrated into the urban environment.
Artificial intelligence is transforming almost every industry. Beyond creating advertising content, where do you see AI having the greatest impact on the future of out-of-home media?
The greatest impact of AI in out-of-home will be in planning, decision-making, measurement, and accountability. It can help advertisers better understand audience movement, campaign performance, timing, context, and the role each location plays within a wider media plan.
For OOH operators, AI can also support smarter network management, better scheduling, more efficient operations, and stronger insights for clients. The value is not simply in using AI to create content faster. The real value is in helping the industry make better decisions, improve accountability, and deliver outdoor campaigns that are more relevant, efficient, and effective.
Dubai has consistently positioned itself as a global benchmark for smart infrastructure and urban innovation. Could its approach to modernising outdoor advertising become a model for other cities in the region and globally?
I believe it can. Dubai has always been very clear about the importance of infrastructure, planning, regulation, and visual identity. Outdoor advertising is part of that urban experience, so modernizing it requires a careful balance between innovation, commercial opportunity, and the aesthetics of the city.
What makes Dubai’s approach interesting is that it is not only about adding digital screens. It is about creating a more organized, future-ready sector with higher standards and clearer long-term direction. If executed well, this can become a strong model for other cities that want to modernize outdoor media while protecting the quality and character of their urban environment.
Looking ahead five to ten years, what does success look like? If we’re driving down Sheikh Zayed Road in 2030, what will have changed, and what role will Hills Advertising have played in shaping that transformation?
By 2030, I believe outdoor advertising in Dubai will feel more intelligent, more integrated, and more aligned with the pace of the city. You will still see the scale and impact that make Dubai’s outdoor media so powerful, but the experience will be more dynamic, more responsive, and more connected to how brands communicate across different channels.
For Hills, success means being able to say that we helped shape that transition responsibly. We want to preserve the strength and prominence of Dubai’s most important OOH locations while upgrading them for a digital future. Our role is to bring the experience, investment, and execution needed to help Dubai set a new benchmark for premium outdoor media.
If there was one message you wanted international investors and global brands to take away from this announcement, what would it be?
The message is that Dubai’s outdoor media sector is entering a new era, and Hills Advertising is investing with confidence in that future. This is a market with strong fundamentals, world-class infrastructure, and a clear vision for long-term growth.
For global brands, it means there will be more powerful, flexible, and measurable ways to connect with audiences in one of the world’s most economically vibrant cities. For investors, it shows that Dubai continues to create opportunities in sectors that combine infrastructure, technology, creativity, and commercial impact.




















