Email Subscription Enter your email

vadiy93089@fahi

Subscribe Contents Why is SOV important? How to measure SOV in organic search How to measure SOV for Google Ads How to measure SOV for social media How to measure SOV for mass media channels Share of voice (SOV) is traditionally a measure of your advertising share compared to competitors. However, with most brands now fighting for visibility on organic channels like social and search, we can broaden that definition to how visible your brand is in the market. The formula to calculate share of voice is: SOV = Brand visibility value / Total market visibility value … where the ‘visibility value’ depends on the most suitable metric for the channel you’re measuring. In this guide, you’ll learn why SOV is one of the most essential marketing KPIs and how to measure it in today’s complex omnichannel marketing world.


Why is SOV important? How to measure SOV in organic search How to measure SOV for us phone number list Google Ads How to measure SOV for social How to measure SOV for mass media channels Why is SOV important? There is a strong relationship between SOV and market share. If you have 17% SOV, you can also expect your market share to head towards 17%. The relationship between share of voice and market share That said, you should strive for a higher SOV than market share. This is known as excess share of voice (eSOV), and it’s a key long-term driver responsible for increasing your market share. Let me highlight the word “long-term” because reaching the equilibrium doesn’t happen overnight. It’s realistic to expect a 0.7% annual growth rate in market share for every ten eSOV percentage points.




It may not seem much, but those decimal points may be worth millions in your industry. However, keep in mind that spending more on communications doesn’t necessarily mean creating eSOV. It’s about increasing your SOV relative to competitors. Lidl in the UK is a stellar example of SOV theory becoming a reality. Back in 2013, they had approximately 3% market share and SOV. From 2014, they began increasing their media coverage and doubled their market share in just five years. Watch this video for more details: But there’s more you need to know… Researchers have discovered that small brands have to overspend to maintain their market share, whereas bigger brands can get away with an SOV lower than their market share and still stand their ground.