Though more kids probably played indoor golf on their favorite gaming platform than outside on a real course, the big surprise in 2007 was the growth of the out-of-home advertising industry. Growing faster than every medium except the internet, this old standby reinvented itself as a technology-rich means of engaging, entertaining and educating commuters -- commuters who are spending more and more time stuck in transit. MINI Cooper tested RFID-activated billboards that sent personalized messages to customers when they drove underneath. This highly customized approach linked "old" outdoor with "new" online, transforming an integrated media program into a cult-building private club, much to the delight of MINI drivers.

"Narrowcasting" video networks continue to sprout up, offering marketers a chance to get their messages in front of selective targets like health clubbers, deli shoppers (Captive Audience), moviegoers (IdeaCast), pet owners (SeeSaw Networks) and elevator riders (Captivate Network). A new electroluminescent vinyl called GlowSkin from Safe Lites allows vehicle wraps to literally transform before your eyes.

This and other innovations will drive out-of-home to new heights in 2008.