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 network designedto deliver scale with intent across Sheikh ZayedRoad, one of Dubai’s most influential urban corridors. 
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Sheikh Zayed Roaddefines how Dubai moves, a single stretch where business,culture, and everyday life intersect. The Helix has been designed toreflect this rhythm, creating a connected advertising platform alignedwith the city’s movement.
 

Spanning 12 kilometres from the WorldTrade Centre to the Mall of the Emirates, TheHelix operates as a single, integrated networkacross four strategic locations and seven digital screens.Rather than functioning as isolated placements, each screenforms part of a cohesive system. Designed for scale androoted in BackLite Media’s premium brand DNA, The Helix expands howbrands can achieve visibility at scale along Sheikh Zayed Road. 
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Ahmed Noureldin, Headof Sales at BackLite Media, said: 
“At BackLite Media,we understand the challenge brands face today. Truly premiumlocations at scale, particularly in landscape, are limited. The Helixwas designed to address that reality, creating a connected systemalong Sheikh Zayed Road that delivers continuity and presencewithout compromising on quality or context.” 
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Reaching over 65% ofDubai’s population, the network delivers an average of 60million impressions per month offering sustainedvisibility, with emphasis on precision, placement, and long-termvalue.  
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The Helixreflects BackLite Media’s broader approach to premium digitalOut-of-Home: city-first, audience-aware, and guided by design. Itoffers brands a platform where location and design define impact. 

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