Why Share of Search (Share of interest) is the Future of Media Effectiveness Measurement"

For RevolutionRace we can see an increase in interest not connected to an increase in SoV, this can be PR or channels not covered in the SoV measurement

Advertisers have long relied on Share of Voice (SoV) to determine ad spend. However, as the advertising landscape evolves, it's become clear that SoV has some serious limitations. First, it doesn't account for digital and PR spend, making it an outdated metric. Second, it focuses solely on spending and doesn't consider the quality of the ad and media mix.

To stay ahead of the curve and make informed decisions about ad spend, it's time to embrace a new metric: Share of Search (SoS). Unlike SoV, SoS accounts for PR and digital media and provides a more comprehensive view of ad effectiveness.

In a recent case study, we found that SoS correlated to SoV by 95%. This is a powerful endorsement of the accuracy and reliability of SoS. By using SoS in addition to or as an alternative to SoV, advertisers can gain a more complete picture of ad performance and make data-driven decisions.