Out-of-home advertising is any form of advertising that targets consumers outside of their homes or offices. It does not include print, broadcast or online advertising, which may be viewed outside of the home but are more typically experienced in consumers' homes or offices. Out-of-home advertising seeks to reach consumers while they are on the go, such as during their commutes, while in transit, while waiting in line somewhere, and so on.
Why Out-of-Home
When consumers are in their homes or offices, they are typically engaged in some type of activity. They may be eating, sleeping, reading, etcetera. Even when they are watching television, reading a magazine or using the Internet consumers are busy doing something. When traditional forms of advertising interrupt whatever it is that the consumer is engaged in, the consumer tends to feel disrupted and generally wants to get back to the content they were taken away from. Technologies such as Digital Video Recorders allow the consumer to skip over advertising messages. Even when the consumer stays engaged while experiencing the ad, their attitude may not receptive to the message because of its intrusion.
In the case of out-of-home advertising, however, consumers may be sitting on a train or bus, stuck in traffic, or waiting in line at the doctor's office. Generally, they are in transition and their mind may not be engaged in any form of content consumption. In this case, many consumers welcome the visual “entertainment” of out-of-home advertisements such as funny billboards or other types of interesting ads to look at. Digital forms of this kind of advertising consist of digital signage, that is, LCD , LED, plasma displays or projected images that deliver advertisements.
Digital advertisements are more likely to attract and keep the attention of consimers on the go. They are more likely to be entertaining or interesting to consumers than any printed type of out-of-home-advertisement. For this and various other reasons, studies have shown that digital out-of-home advertising provides a greater ROI than non-digital forms.
Dynamic vs. Static
Digital signage offers the distinct benefit of being dynamic instead of static. This means that the message can be changed more easily and frequently, videos and animations can be displayed, and the signs can adapt to the circumstances and audience. In some cases, this type of advertising can even work interactively by using cell phones to post SMS messages on the digital signs or Bluetooth technology to interact directly with what they see on the screen.
The Wave of the Future
Simply put, digital signage is more interesting, more effective and more flexible than traditional out-of-home advertising. The decreasing cost of LCD and plasma screens has made digital forms of advertising more accessible and more cost-effective. New technologies such as DVR make it easier for consumers to skip over traditional forms of advertising. Out-of home advertising offers an adequate solution. Content, however, must be fresh, engaging and highly targeted to be effective. In this way, digital out-of-home advertising can be more challenging to advertisers.
Digital Home Theater Receivers
It's not news that you can find it cheaper online, especially if 'it' is anything having to do with electronics, computer equipment, gaming or digital media. When you go shopping for a digital camera, digital camcorder, PC game - even console games like the X-BOX 360, you're bound to find the best prices by shopping around online.
But with prices sometimes as low as half the manufacturers' suggested price, sometimes you can't help but wonder if there's a catch. Like anything else, the answer is - sometimes. While there are hundreds of legitimate discount electronics sites selling everything from digital camera accessories to the latest top quality digital camcorder, there are also scads of scam artists out there just looking to take your money. Here are some hints and tips to help you find the best bargains - without getting caught by a catch.
1. If it sounds too good to be possibly true...
As the old saying goes. Yes, it probably is too good to be true. When you do a shopping search for bargains on an X-BOX 360, or shop at an auction site like eBay, don't leave your common sense behind. While it's not unusual to find deep discounts when compared to the High Street or manufacturer price, you should be suspicious of a deal that's substantially less than most other online merchants.
2. Read carefully.
Learn to read ads and descriptions of products with a close eye. Watch for words like faux and ersatz, which are just fancy ways of saying 'fake' - even when they're teamed up with 'genuine'. Other words to watch for:
- Refurbished or reconditioned
Returned merchandise is often repaired or reconditioned then sold at a discount to salvage merchants. A factory reconditioned digital camera can be one of the best bargains you'll ever find - most manufacturers make certain that any reconditioned or refurbished merchandise that leaves their factories meets stringent performance standards. The real catch here, though, is to know what you're buying. Prices for reconditioned merchandise are - and should be - considerably lower than for new.
- Open Box Sale
Open box is exactly what it sounds like. The box has been opened, often because the merchandise was returned. This often means that there are things missing from the box - though that may not be the case. The more reputable discount electronics sites make a point of listing exactly what you'll get with your purchase, right down to mentioning that the setup manual for your new digital camcorder or PC game is missing.
3. Only buy from trusted sites.
When you buy a digital camera or other electronic equipment over the internet, you're buying sight unseen - with the exception, possibly, of a photograph. That means you really have no way of knowing if the digital camera you're paying for even exists. That's why it makes sense to only buy from sites that you know, either through prior experience or reputation, or by finding them through a trusted shopping site. There at least you can be sure the products listed are legitimate.
4. Use the 'right' credit card for your online purchases.
Some credit cards will insure any purchases made with that card. If you have the option, use a credit card that offers that protection when you buy electronics online. That way, if your digital camera or X-BOX 360 doesn't arrive, you can dispute the charges. Because it's the credit card company that actually paid for your purchase - at least until you pay the account off - they will pursue any investigation necessary and remove the charges from your bill.
Both Amy Nut & Jon Francis are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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