Share of Voice
The Share of Voice (SoV) describes the share of your own advertising contacts in relation to the total advertising contacts of all competitors. It serves as the projection of brand awareness/visibility of a brand, nowadays mainly in online media (social media, blogs, forums, etc) and thus provides information about the relative success of your own marketing activities.
The Share of Voice is calculated using the following formula:
Number of mentions of a brand/total number of mentions of all brands x 100 = Share of Voice in %
In the context of online advertising, the SoV also stands for the relationship between your own displayed advertising (Ad Impressions) in relation to the advertising of all advertisers on one given page (Page Impressions). The SoV is thus to other payment models for online advertising such as payment per click.
The Share of Advertising describes the share of all advertising expenditure.