oOh!media Expands Waverley Council Network to Boost Holiday OOH Advertising Opportunities – Tuesday, November 18, 2025

Out-of-home (OOH) advertisers are being encouraged to leverage a diverse array of formats this holiday season to maximize their advertising impact. Key locations include highways, bus benches, and airport terminals, while oOh!media has expanded its Waverley Council Network to offer advertisers more high-visibility opportunities.

Who should care: DOOH network operators, digital signage program managers, ad-tech platform leaders, display technology decision-makers, and out-of-home advertising teams.

What happened?

With the holiday season fast approaching, advertisers are being advised to adopt a comprehensive approach to OOH advertising by utilizing multiple formats to broaden their reach and boost campaign effectiveness. High-traffic environments such as highways, bus benches, and airport terminals are prime targets, as these locations typically experience increased footfall and vehicle traffic during this period. By focusing on these areas, advertisers can ensure their messages are both visible and impactful when consumer engagement is at its peak.

In a significant development, oOh!media has expanded its Waverley Council Network, adding a substantial number of new advertising spaces. This expansion enhances the portfolio available to advertisers, providing additional platforms to connect with target audiences across both suburban and urban settings. The Waverley Council Network is strategically positioned to capture consumer attention in diverse environments, thereby amplifying the potential reach and effectiveness of campaigns.

This emphasis on a variety of OOH formats reflects a broader shift in advertising strategy toward integrating multiple media channels. Advertisers are increasingly recognizing that deploying campaigns across diverse formats creates more dynamic and adaptable messaging that resonates with a wider audience. This multi-format approach not only increases brand visibility but also aligns with evolving consumer behaviors, where engagement across various touchpoints is becoming essential for sustained impact.

Why now?

The drive to diversify OOH advertising formats comes amid a period of heightened consumer activity during the holiday season, when advertisers aim to maximize their impact. Over the past 6 to 18 months, rising consumer mobility and increased spending have prompted advertisers to reassess and expand their strategies. The growth of networks like oOh!media's Waverley Council Network exemplifies an industry-wide trend toward enhancing OOH capabilities to effectively capture the attention of a more active and receptive audience during this critical time.

So what?

For the digital signage industry, the focus on diverse OOH formats and network expansions signals a strategic evolution toward more integrated and comprehensive advertising solutions. This trend is expected to accelerate innovation in ad-tech and display technologies, as advertisers seek to optimize campaigns across multiple platforms and environments. The expansion of networks such as oOh!media’s Waverley Council Network offers advertisers valuable new avenues to increase reach and engagement during peak advertising periods.

What this means for you:

• For DOOH network operators: Explore opportunities to broaden your network with a variety of advertising formats to attract a wider range of advertisers.
• For digital signage program managers: Craft strategies that integrate multiple OOH formats to deliver more effective and flexible campaigns.
• For ad-tech platform leaders: Develop innovative solutions that enable seamless, integrated advertising across diverse OOH platforms.

Quick Hits

• Impact / Risk: The push for diverse OOH formats may intensify competition among advertisers for premium locations.
• Operational Implication: Expanding networks like oOh!media’s requires careful strategic planning and resource allocation to ensure maximum effectiveness.
• Action This Week: Review your current OOH advertising strategies to identify opportunities for incorporating additional formats; brief your team on the benefits of network expansion and its strategic importance.