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What is Share of Voice?

Share of Voice (or the acronym of SOV) is a phrase often used in media planning and buying. If we look at the Share of Voice definition, it is usually expressed as a percentage and represents the relative portion of ad impressions bought compared to all ads available for that given period of time. Advertising Share of Voice is an essential measure used in media planning and buying to assess a brand’s or product’s prominence in a competitive environment. The value of brand mentions and Share of Voice cannot be emphasized in today’s highly competitive digital world. These two key performance indicators (KPIs) play an essential role in assessing the efficiency of a brand’s marketing efforts and determining its market position.

Share of Voice evaluates the proportion of social media mentions a business receives in comparison to competitors to determine its relative popularity within a certain industry or subject matter. Share of Voice is a key performance indicator (KPI) used in marketing and advertising to assess a brand’s market presence in comparison to its competitors. Businesses can use a share of voice advertising to monitor their market position, optimize advertising budget, and increase brand visibility.

Share of Voice Formula

The Share of Voice formula is a calculation used to measure a brand’s presence in the market compared to its competitors. In advertising, it can be applied in various contexts like digital advertising, social media, or overall marketing strategy.

The typical formula for Share of Voice in advertising can be expressed as:

Share of Voice = Brand’s Ad Spend / Total Market Ad Spend × 100% 

In this formula:

  • “Brand’s Ad Spend” refers to the amount spent by the particular brand on advertising within a specific period or within a certain market segment.
  • “Total Market Ad Spend” refers to the total amount spent on advertising by all brands within the same period or market segment.

The result is expressed as a percentage, showing the proportion of the market’s total advertising that is consumed by a particular brand.

Share of Voice Targeting Strategies

When compiling these native advertising examples, we discovered advertisers run multiple versions of the same native advertisement in their campaigns. The majority of advertisers use native ads for social networking websites because our Native Ad Specs comply with OpenRTB Specs. For example, if there were 10M impressions available per day and an advertiser wants to book 5M then the Share of Voice would be expressed as 50% Share of Voice. If an advertiser wanted a Roadblock campaign then the Share of Voice would be expressed as 100%. These two Share of Voice examples are very basic, but they can be built around single line items on a media plan. For example, the targeting could be for targeting all Recipe Content might be 70%.

The Importance of Paid Advertising in Share of Voice

Paid advertising is an essential component of any comprehensive marketing strategy that aims to increase a brand’s Share of Voice. Businesses can rise above the competition, successfully communicate their value proposition, and develop a strong presence in their market by utilizing the power of targeted ads and using data-driven optimization approaches.

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