BackLite Media Introduces The Helix: A Connected Digital OOH Network Along Sheikh Zayed Road
Dubai, UAE —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 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 to reflect this rhythm, creating a connected advertising platform aligned with the city’s movement.
Spanning 12 kilometers 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. 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 at BackLite Media, said:
“At BackLite Media, we understand the challenge brands face today. Truly premium locations at scale, particularly in landscape, are limited. 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 over 65% of Dubai’s population, the 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.
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Part of Multiply Media Group (MMG), BackLite Media is a leading Out-of-Home (OOH) media company operating across the UAE and the UK. Renowned for its premium locations and iconic, design-led advertising solutions, BackLite delivers standout brand visibility within some of the most prestigious urban settings.
Our approach creates high-impact advertising experiences that are both visually compelling and strategically positioned. Through a curated network of digital and static assets, BackLite offers exceptional exposure to premium audiences, delivered with visual clarity and strong architectural presence.
BackLite Media is a key part of MMG’s growing, future-focused media ecosystem. Through shared capabilities and purposeful investment across technology, data, and operations, the brand continues to redefine what’s possible for OOH and shape what premium media looks like on a global scale.