Online advertising has entered a crisis. While Americans spend nearly four hours a day on personal digital devices, those ads barely register. Due to the hyper-saturation of ads we see daily, we have developed banner blindness, where our minds don’t register online ads, leading click-through rates to plummet to .05% today.

While digital and static push advertising are becoming less effective, “transitional” out-of-home (OOH) advertising is making a comeback with digital billboards and interactive displays. These benefit from the same modifiability and data-driven potential as online advertising, but they less intrusively grab the undivided attention of the captivated commuters with hard-to-ignore ads.

At this year’s Digital Signage Expo in Las Vegas on March 26–29, I explored some of the biggest concepts in the OOH advertising industry. One was Lamar Airport Advertising and display maker Nanolumens teaming up to install 60 new Nanolumens LED displays in Las Vegas’ McCarran International Airport’s Terminal 1 baggage claim. Travelers arriving at McCarran for Las Vegas’ many large-scale events see beautiful digital ads throughout the terminal customized to relevant events of the day, giving advertisers a powerful new tool to give new arrivals a “Welcome to Fabulous Las Vegas” experience before they hit the Strip.

Read more about OOH advertising.