• Mediaweek, Tuesday, January 6, 2009 9:45 AM

Certain segments of out-of-home media are poised for healthy growth this year, including all digital components. Fastest growing will be cinema advertising, in-store networks, digital billboards and other alternative displays.

Traditional out of home -- led by Clear Channel, CBS Outdoor and Lamar Advertising -- is still the largest segment of the industry. It is facing the same challenges as other traditional media, but unlike other media, there still seems to be plenty of activity from advertisers.

Estimates put the OOH business at flat to up 2%, which is good but far below the medium's high single-digit growth of the last few years. PQ Media forecasts total out of home to be up 3% to $8.5 billion. Digital OOH is forecast to be up 9.1% to $2.65 billion.

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