OUTFRONT Media Partners with ANA, First OOH Collaboration to Enhance Advertising Insights – Tuesday, January 20, 2026

OUTFRONT Media has announced a strategic partnership with the Association of National Advertisers (ANA), marking the first collaboration between the ANA and an out-of-home (OOH) media company. This alliance aims to deepen the understanding and integration of OOH advertising within the ANA's extensive membership network.

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?

OUTFRONT Media has become the first OOH media company to establish a formal partnership with the Association of National Advertisers (ANA), a move that underscores the growing importance of OOH advertising in national marketing strategies. This collaboration will enable OUTFRONT to work directly with the ANA to deliver valuable insights, research, and best practices tailored to OOH advertising. The goal is to help ANA’s members—comprising some of the world’s largest and most influential brands—better understand and incorporate OOH as a vital element of their marketing mix.

Through this partnership, OUTFRONT Media will provide educational resources and strategic guidance designed to elevate the visibility and perceived value of OOH advertising within the ANA community. By aligning with the ANA, OUTFRONT aims to encourage broader adoption of OOH campaigns and support more effective executions across diverse industries. This initiative reflects a broader industry trend where OOH companies are forging strategic alliances to strengthen their market presence and integrate more seamlessly into comprehensive, multi-channel marketing strategies.

Why now?

The timing of this partnership coincides with a notable shift in the advertising landscape, where the unique strengths of OOH media are gaining increased recognition. Over the past 18 months, advertisers have accelerated the integration of OOH within both digital and traditional marketing frameworks, driven by the need to engage consumers across multiple touchpoints. Advances in digital OOH technology—such as enhanced targeting capabilities and improved measurement tools—have further amplified its appeal. In this evolving context, partnerships like the one between OUTFRONT and the ANA are essential to fostering innovation and accelerating adoption across the industry.

So what?

This partnership has the potential to significantly elevate the profile of OOH advertising among national brands, which could translate into increased investment and innovation within the sector. For DOOH network operators and ad-tech platform leaders, it underscores the importance of aligning with broader industry trends and collaborating with influential associations to stay competitive. On an operational level, the collaboration is likely to spur the development of new tools and resources that enhance campaign effectiveness by providing advertisers with richer data and actionable insights.

What this means for you:

• For DOOH network operators: Leverage partnerships with industry associations to boost visibility, credibility, and influence in the marketplace.
• For ad-tech platform leaders: Prioritize the creation of tools that seamlessly integrate OOH into comprehensive marketing strategies, enhancing cross-channel effectiveness.
• For out-of-home advertising teams: Stay updated on emerging best practices and insights from this partnership to optimize campaign planning and execution.

Quick Hits

• Impact / Risk: Increased recognition of OOH’s value may intensify competition, driving innovation and strategic shifts across the industry.
• Operational Implication: Companies should prepare to adapt their offerings to align with new standards and best practices emerging from this partnership.
• Action This Week: Review your current OOH strategies for alignment with broader marketing objectives and explore potential collaborations with industry associations.