Outdoor advertising is forecast to grow in 2009 in South Africa, especially the digital outdoor sector, according to Biz '09 Trend Report, Biz-Community Africa reported Friday.

Although the global economic turndown is likely to pull outdoor down slightly, the outdoor multi-messaging is expected to increase overall, with advertisers expected to "rediscover" the platform as "very effective," the report states.

Currently, advertisers are using outdoor advertising more tactically, such as targeting specific location and landmarks, and as one way to reach consumers as part of an overall campaign, the report states, Biz-Community reported.

New outdoor formats, more special events in 2009 (such as the National Elections and Confederations Cup), a rise in integrated campaigns and a domination by stronger brands will also lead to the platform's rise in the country, according to Biz-Community.