Real-time relevance
Weather, traffic, time and place can make creative more useful and less repetitive.
03 / Vision 2030
The next billboard will think in context.
Sami’s published perspective on measurement, sustainability and the role of responsive media inside intelligent cities.
2030 / The living network
More intelligent. More integrated. More accountable.
In his August 2026 Gulf Business interview, Sami described success as helping Dubai’s outdoor media become more dynamic, responsive and connected—while preserving the strength of its most important locations.
Read the source interview ↗Signal / Context
The city becomes the brief.
Time, movement, weather and place can shape what a screen contributes—not merely when an ad is served.
A strategic view of context-aware urban media
Better decisions
Data-informed systems can improve planning, scheduling, maintenance and measurement across the network.
The visual city matters
Modernization must balance commercial opportunity with regulation, architecture and public experience.
Efficiency by design
Long-lived infrastructure and more efficient display technologies should reduce the footprint of growth.
UP TOAED 1Bannounced investment
Confidence made visible
Building for the next decade—not the next campaign cycle.
Hills’ 2026 investment plan includes the digital transformation of 20 flagship bridge assets, aligning media infrastructure with Dubai’s long-term growth.
The leadership charter
Vision without execution is decoration.
A connected OOH network that understands context, respects the city and gives brands a more accountable way to earn attention.
Modernize premium assets through engineering discipline, useful intelligence, stronger measurement and long-term stewardship.
Use enterprise and influence to create opportunity, strengthen cultural life and prepare the next generation to lead further.
“The real value is in helping the industry make better decisions, improve accountability, and deliver outdoor campaigns that are more relevant, efficient, and effective.”
Sami Al Mufleh · Gulf Business, August 2026