What is Share of Voice ?

Share of Voice (or the acronym of SOV) is a phrase often used in media planning and buying. Share of Voice 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.

When compiling these native advertising examples, we discovered that most advertisers run multiple versions of the same native advertisement in their campaigns. 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 Diabetic Content might be 70%.