OUTFRONT Joins ANA, Placing Real-World Ads at Marketing's Top Table

NEW YORK, NY – January 15, 2026 – In a move that signals a significant elevation for the entire out-of-home (OOH) advertising sector, OUTFRONT Media today announced it has become the first company of its kind to join the Association of National Advertisers (ANA) as a Strategic Partner for 2026. The partnership places OUTFRONT in an exclusive circle of marketing heavyweights and provides the OOH industry a powerful voice in shaping the future of brand strategy alongside the world's most influential advertisers.

This collaboration marks a pivotal moment, moving OOH—increasingly rebranded as "in-real-life" (IRL) media—from a supporting role to a featured player in high-level marketing discussions. For an industry representing over 1,600 companies and 20,000 brands with a collective annual marketing investment of $400 billion, the ANA's embrace of an OOH leader underscores a broader trend: the growing recognition of physical-world advertising as a sophisticated, data-driven, and essential component of the modern marketing mix.

A Seat at the Industry's Most Influential Table

The ANA's Strategic Partner program is the association's most exclusive sponsorship tier, granting partners unparalleled access to top-tier CMOs and brand leaders. OUTFRONT now joins an elite group that includes digital giants like Google and Meta, and media powerhouses such as Disney Advertising Sales and A+E Networks. This positioning is not merely symbolic; it provides a direct line into the strategic heart of the advertising world.

As a partner, OUTFRONT will have a prominent presence at key ANA events throughout the year, most notably the flagship ANA Masters of Marketing Conference, an influential annual gathering of senior brand marketers. Furthermore, Stacy Minero, OUTFRONT's Chief Marketing and Experience Officer (CMXO), will join the prestigious ANA CMO Growth Council. This council, chaired by Procter & Gamble's Chief Brand Officer Marc Pritchard, is a global community of marketing leaders dedicated to advancing the industry's growth agenda, which focuses on everything from creativity and media effectiveness to data, technology, and sustainability.

"The ANA is pleased to welcome OUTFRONT Media as a Strategic Partner for 2026," said Bob Liodice, CEO of the ANA, in the official announcement. "Out-of-home plays a powerful role in how brands connect with people in the real world, and OUTFRONT brings unmatched scale, creativity, and cultural relevance. We're excited to have OUTFRONT join our Strategic Partners, alongside some of the biggest and most prominent brands in the world, to help shape the future of marketing."

The Resurgence of 'In-Real-Life' Advertising

The partnership arrives as the OOH market is experiencing a significant resurgence. After years of digital-first dominance, marketers are rediscovering the unique power of physical media to build trust and cut through the noise. In an era of digital saturation and increasing skepticism about AI-generated content, IRL media offers a tangible, high-impact touchpoint with consumers.

Market projections validate this trend. The U.S. OOH advertising market is forecasted to grow from $7.87 billion in 2024 to $15.64 billion by 2032, reflecting a robust compound annual growth rate (CAGR) of 8.97%. Globally, the market is expected to expand at a CAGR of 9.72% over the same period. This growth is not just a return to form but a fundamental transformation of the medium itself.

"OUTFRONT elevates brands in the real world, where culture is shaped every day," stated Nick Brien, CEO of OUTFRONT. "Joining the ANA as its first out-of-home Strategic Partner allows us to bring that real-world perspective directly into conversations with today's leading marketers. We're excited to contribute how IRL media drives relevance, trust, and impact for brands at scale."

Digital Transformation and Programmatic Power

Today's OOH is a far cry from the static billboards of the past. The sector's growth is overwhelmingly fueled by digital out-of-home (DOOH), which is projected to surpass 40% of all OOH spending by 2026. These digital screens enable dynamic content that can change based on weather, traffic, or real-time data feeds, creating more relevant and engaging experiences. Advanced visuals like anamorphic 3D billboards are already turning advertisements into shareable public spectacles.

Even more transformative is the rapid expansion of programmatic DOOH (pDOOH). This technology allows advertisers to buy OOH inventory in real-time through automated systems, similar to how digital ads are purchased online. Programmatic buying provides unprecedented flexibility, allowing brands to target specific audiences based on movement and location data, optimize campaigns on the fly, and integrate OOH seamlessly with mobile and digital strategies. Programmatic ad spend in DOOH is expected to exceed $1.23 billion by 2026, driven by the integration of AI and 5G technology.

OUTFRONT has been at the forefront of this shift. The company reported that its programmatic and digital direct automated sales grew by nearly 20% in the second quarter of 2025. During the same period, digital billboards accounted for 34% of its total revenues, demonstrating a successful strategic pivot toward higher-yield digital assets even as it restructures less profitable static contracts.

OUTFRONT's Strategic Play in a Competitive Field

For OUTFRONT, this partnership is a calculated strategic move to solidify its leadership position in a competitive landscape. Holding approximately 21% of the U.S. OOH market share, the company competes directly with giants like Lamar Advertising and Clear Channel Outdoor. By securing an exclusive partnership with the ANA, OUTFRONT gains a distinct competitive advantage, positioning itself not just as a media seller but as a strategic consultant with a direct channel to the industry's most important decision-makers.

Stacy Minero's appointment to the ANA CMO Growth Council is particularly significant. It places an OUTFRONT executive in the room where priorities for thousands of brands are discussed and set. This role provides an invaluable platform to advocate for the power of IRL media, influence marketing best practices, and build relationships that can translate directly into business opportunities. It allows OUTFRONT to shape the narrative around OOH, ensuring it is understood as a modern, data-rich medium capable of delivering measurable impact and cultural relevance.

This move demonstrates a clear ambition to lead industry-wide conversations on integrating physical and digital marketing. As brands navigate an increasingly complex media environment, the ability to create trusted, real-world connections is more valuable than ever, and this partnership firmly positions OUTFRONT to guide that journey.