MyTelescopes favorite Share of Search articles

Full list of articles and research on Share of Search as a brand metric, and a proxy for Share of Voice and market share.

The MyTelescope team put together our favorite article to get started with Share of Search as a business metric to measure advertising.

The findings from the research are compelling and support the idea that search is a strong signal that consistently leads to changes in brand market share.

Introduction to Share of Search:

• Les Binet on Share of Search as a predictive metric:

• Kantar: “Share of Search: your moment has arrived: How can brands get more from the most important metric you’ve never heard of?

It’s been validated:

Share of Search as an indicator of Share of Market:

• Share of Search validated to correlate an average of 83% to market share by The Institute of Practitioners of Advertising (IPA):

Share of Search as a proxy for Share of Voice:

• Mark Ritson: “It's time to replace Share of Voice with Share of Search”

• Shann Biglione for the World Advertising Research Center (WARC): “No, share of search won't replace share of voice”

Share of Search as an industry standard for marketing effectiveness:

• Swedish Advertisers Association: Share of Search ​​an industry standard for measuring the effects of marketing communication

Using Share of Search:

• MyTelescope: “Use search volumes instead of Google Trends to upgrade your Share of Search exploration and tracking”

• Robert af Klintberg Ryberg for Kapero: 10 learnings from using Share of Search:

• Kantar: “Five steps to getting serious about Share of Search”