Vector Media: n. media planning and buying agency; syn: making sense of the myriad media strategies and channels that can be used to reach and engage with customers and prospects; adj: improving effectiveness, efficiency, and great to work with!
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Vector Media
55 Murray Street, Suite 108
Ottawa, Ontario
K1N 5M3
Tel: (613) 789-7331
Vector Web Renewal
We are revamping our web presence to better reflect the rapidly evolving on line and off line media universe. Our new site will feature original research on consumer and business media behaviours, news and facts gathered the world of media and our work, as well as opportunities for our clients and visitors to learn more about media as a strategic tool for building and maintaining brands and achieving marketing and communications results.
Vector Media Services
Vector media offers specialized media planning buying and media administration services. We also provide training in media planning and buying for clients who may not have the critical mass for working with an external agency. Coming soon: Media Audits!
Did you Know? Media Facts and Figures
Trust in Advertising
The most trustworthy form of advertising for Canadian consumers (and US / global respondents) is word of mouth - 79% of Canadians rate word-of-mouth as "trust completely" or "trust somewhat" [ACNielsen Global Omnibus survey, May 2007]. No wonder social media are growing so quickly. Canadian consumers generally rated advertising in newspapers, radio and television as trustworthy.
On Line Shopping Trends
According to a 2006 Statistics Canada survey, the most frequent on-line purchases were books and video's/DVD's/games (25% of purchases in the past 3 months) while Americans were most likely to have purchased clothing (41% in the past three months).
Articles
It's Not About the Platform
In its 2009 annual readership study, Nadbank reported that overall readership of newspapers held steady in the last year. This seems to fly in the face of the often-voiced notion that the newspaper business is in its death throes, with the shuttering of major daily newspapers south of the border and the financial wobbles of our own CanWest Global held up as evidence. As marketers tighten their ad spending belts during these recessionary times we will likely continue to hear of more casualties.
So what's behind the recent Nadbank findings? Digging a little further, one discovers that newspaper readers are increasingly finding what they need online - in fact, internet newspaper readership has grown +13% since 2007, and 19% of Canadian adults have read a daily newspaper on the Internet in the past week. Consumers are still looking for content but in a different environment - readership isn't necessarily dropping, just shifting platforms.
A few days ago I listened to Phillip Crawley, publisher of the Globe and Mail, enthusiastically declare that newspapers are not dead and those who cut costs by cutting content would surely find themselves joining the Rocky Mountain News and Seattle Pacific Intelligencer. On that I have to agree - content is king.
But just as the railway magnates believed they were in the railroad business and not the business of transportation, let's hope newspaper publishers keep their eyes on their content and not on the platform from which it is delivered.
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Media and Brand Management - A Partnership in Engagement
With the Internet now a ubiquitous, collaborative and participatory communications and business environment, brand management is also evolving. In 2005, Scott Davis, writing in the Journal of Advertising Research stated "These days [branding] goes beyond messaging to the very relationship between the customer and organization and the products and services the brand represents, and how that relationship is catered to and mined at every stage of the relationship." The implications - and opportunities for advertising and the practice of media planning is profound.
Advertising and media are no longer restricted to just telling a consumer about a brand (the old "interruption" model). The context of a message (the medium by which it is delivered) has the ability to add to the overall brand experience we're trying to achieve. And when you go beyond the traditional paid media channels and add the context and engagement stimulated by tribes and social media - brand management has a whole new set of tools to consider.
Coming soon: Rob's blog on matters related to media research and the integration of marketing and media strategies.
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