OUT OF HOME: A Knockout
Explosion in digital boards, new measurement methods expected to juice OOH business
By Richard Zitrin
September 29, 2008

Technology, coupled with advancements in audience measurement, are expected to spur growth in the out-of-home media sector in 2009.

OOH spending will rise 7 percent to $8.21 billion, PricewaterhouseCoopers projects. ZenithOptimedia paints an even rosier scenario, projecting 11.3 percent growth to $8.71 billion.

The optimistic outlook comes amid a slowdown this year due to a soft economy. OOH is up less than 3 percent for the year, below the 4.7 growth PwC had projected.