Are you getting your fair share?

This paper provides evidence that digital share-of-voice (SOV) is important to brand growth. Specifically, it outlines the statistical analysis that concludes that brands that increase their digital SOV are more likely to grow their market share over time.

Are you getting your fair share?

Duncan SouthgateMillward Brown, Warwick

Virtually all marketers are grappling with the question of how much time and effort to invest in digital communications and where those investments should be focused. The competitive landscape is an important aspect of these decisions. Brands should consider how well they are competing across digital touchpoints, just as they have historically done for other media. However, the multifaceted nature of the digital environment has made it difficult for brands to understand how well their efforts stack up against those of competitors.

Share of voice (SOV) has been a...

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