BackLite Media, a leading out-of-home (OOH) media company across the UAE and the UK, has introduced The Helix, a connected digital-out-of-home (DOOH) network designed to deliver scale with intent across Sheikh Zayed Road, one of Dubai’s most influential urban corridors.
Sheikh Zayed Road defines how Dubai moves, a single stretch where business, culture and everyday life intersect. The Helix has been designed with intention of reflecting this rhythm, creating a connected advertising platform aligned with the city’s movement.
Spanning 12 kilometres from the World Trade Centre to the Mall of the Emirates, The Helix operates as a single, integrated network across four strategic locations and seven digital screens. Rather than functioning as isolated placements, each screen forms part of a cohesive system.
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Designed for scale and rooted in BackLite Media’s premium brand DNA, The Helix expands how brands can achieve visibility at scale along Sheikh Zayed Road.
Ahmed Noureldin, Head of Sales, BackLite Media, said, “At BackLite Media, we understand the challenge brands face today. Truly premium locations at scale, particularly in landscape, are limited.”
Noureldin adds, “The Helix was designed to address that reality, creating a connected system along Sheikh Zayed Road that delivers continuity and presence without compromising on quality or context.”
Reaching more than 65 per cent of Dubai’s population, The Helix network delivers an average of 60 million impressions per month, offering sustained visibility, with emphasis on precision, placement and long-term value.
The Helix reflects BackLite Media’s broader approach to premium digital out-of-Home: city-first, audience-aware, and guided by design. It offers brands a platform where location and design define impact.
