I am often asked about SOV in many Requests For Proposals (RFP)
received by my media clients. What is it and how is it calculated? SOV
stands for "Share Of Voice". In comparison to other advertisers, what
is a certain clients' share of the total impressions you will deliver in
a certain period of time online for them. If there were 2 advertisers
the SOV would be 50/50. If there were 4 advertisers, the share of voice
for one client would be 25% if all advertisers were given the same the
number of impressions in the same period of time.
It is very
important that all publishers know the details of their online stats to
be sure that they can answer questions like this when asked. In
addition, it is important that ad sales reps understand what SOV is and
how it effects clients and their ad campaigns online.
More online: http://en.wikipedia.org/wiki/Share_of_voice
