🚨Share of Voice Isn’t Dead – Yet 👇 👏 A famous case study shows how Lidl GB used excess SOV (eSOV) to grow their market share in the UK. As Mark Ritson of Marketing Week advises, “If you do buy excess share of voice, you do get growth. That’s a rule in marketing when everything’s very uncertain. Not being able to plug part of the ecosystem into it is a problem." eSOV is paramount to brand and activation. So why aren't we demanding better measurement? 📺 Unlike TV's BARB, digital suffers from an absence of a Joint Industry Committee to help advertisers understand campaign SOV. When linear TV accounts for less than 50% of today's advertising budget, TV SOV could be wildly different than total SOV of your advertising campaign, making optimum investment impossible to predict. As industry expert Dr Grace Kite explains, “Whereas on TV it’s possible to understand a brand’s share of voice through Barb’s viewing data, this is impossible on platforms like Google and Facebook due to a lack of transparency. This has become a more urgent problem now that TV’s role on the media plan has become more diminished over time.” 🤯 Should we ditch SOV altogether? Brian Jacobs believes so: “SOV is based on data from media forms that no longer represent anything like the majority of a brand’s communication focus. It doesn’t include most of the places where brands spend their budgets. Drawing conclusions from it can be highly misleading”. 📈 If we can only measure SOV in less than half of the media budget, Brian and Grace are right to be concerned. But before we lose one of the most powerful proven tools for increasing market share, is it possible to get better data from the walled gardens in a scalable and sustainable way? 💡 Recent technological advancements allow brands to get this data and understand their total SOV across offline and online (including the walled gardens) with great accuracy and granularity. There are a few ways to measure SOV - here's one of them 👉 https://lnkd.in/e_QRHJPG What's the right approach to SOV? And how are you measuring it? #advertising #advertisingROI #SOV #eSOV #attribution #data #marketing
Brian Jacobs
2w
Thank you for the mention. It's not just a matter of not being able to access platform data, although as Dr Grace Kite says that is certainly a big issue, but more and more advertisers use non-advertising comms channels to reach and communicate with their consumers. Like in-store, or PR, or sponsorships, owned media channels and so on. Any Share of Anything needs to be able to measure spend across all channels. MESH Experience does this well on a category by category basis, allowing their clients to monitor Share of Experience. Fiona Blades
David Beaton
2w
In over 20 years of measuring the incremental lift advertising creates, we have not seen SOV or eSOV be a good predictor of lift. I am concerned it becomes a proxy for more effective analytical approaches...easy to get at, but mostly misleading.
We published another post on this looking into the SOV of the food delivery comapnies on YT and TikTok - some interesting results... https://www.linkedin.com/posts/ronny-golan-85873_measurepeoplenotmedia-sov-shareofvoice-activity-7270459884213616641-K8nX?utm_source=share&utm_medium=member_desktop