Share of voice(SOV)
Advertising
Advertising
Share of voice is your share of all visibility in a category: which part of the ads, search results or conversations is about you.
In ad platforms you see it as impression share: how often your ad showed relative to how often it could have shown.
The rule of thumb from brand research is that a share of voice above your market share drives growth over time, and below it drives decline.
Related terms
- Brand awarenessBrand awareness is how far your audience knows your brand and mentions it spontaneously when thinking about your category.
- Media mixThe media mix is how your budget is split across channels: search, social, email, display, offline and everything between.
- BenchmarkA benchmark is a reference value you compare your performance against: your own history, competitors or an industry average.