News: Hills Advertising to Invest AED 971m in Digital Bridge Billboards Across Dubai
Dubai’s shift to digital outdoor advertising has taken another major step. Hills Advertising has secured long-term contracts to convert static bridge banners into digital billboards, with a reported investment of AED 971.3 million (around USD 265 million).
What is changing
According to the report, 20 bridge locations across Dubai’s major traffic corridors, including Sheikh Zayed Road, will be upgraded to digital screens. The contracts were signed in the first quarter of 2026 and two digital bridges are already operational. Hills operates 94 bridge banner sites in total.
The bigger picture
The UAE out-of-home market is valued at around USD 1.7 billion, with digital formats accounting for nearly a third of outdoor spend and Dubai representing roughly 73 percent of the national market.
What it means for advertisers
Digital bridges on the city’s busiest roads mean more flexibility: shorter bookings, day-part scheduling, faster creative changes and the ability to run several messages in one campaign. It also means creative needs to be planned for motion and rotation, not just a single static artwork.
Hello Media helps brands plan and book digital and static roadside media across Dubai. Contact us to discuss availability.
Source: invidis.
