Using Share of Search as a proxy for Share of Voice

Written By Rodrigo Pozo Graviz

Recent research by Les Binet has shown that a 10% increase in Share of Voice (SOV) leads to an increase in Share of Search (SoS). When campaigns are kept up and running over time, it also continues to grow the Share of Search, which we know is a proxy for market share!

However, analysis is ultimately required to understand specific category and brand dynamics

Rodrigo Pozo Graviz
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Share of Search: It’s been proven
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Share of Search represents 83% of a brand's Share of Market