Not that long ago, an invitation to serve on a panel about out-of-home (OOH) advertising would get tossed quickly into a creative director’s spam folder. But that’s not the case any longer — OOH is hot. A recent Nielsen survey revealed OOH media continues to trigger more online activations per ad dollar compared to TV, radio, print or online banners. But OOH is way more than static billboards, according to McKinney NY ECD Mike Pierantozzi, who joined a panel of creative leaders at the Ad Club of New York’s Tenth Annual Out of Home (OOH) Conference.

Pierantozzi presented McKinney’s Samsung VR Wonderland, CES 2017’s tech extravaganza featuring a gyro that propelled participants on a 360-degree race through space while a module sent thrill-seekers racing down a skeleton track. “At CES, you have to outcool all the cool,” said Pierantozzi. “So we brought an amusement park to what is otherwise the circus.”

You can read more about the conference here.