Are You Getting Your Fair Digital Share?

Virtually all marketers are grappling with the question of how much time and effort to invest in digital communications and where those investments should be focused. The competitive landscape is an important aspect of these decisions.

Brands should consider how well they are competing across digital touchpoints, just as they have historically done for other media. However, the multifaceted nature of the digital environment has made it difficult for brands to understand how well their efforts stack up against those of competitors.

Share of voice (SOV) has been a common planning currency for many years in the world of TV and other traditional media. The argument that SOV matters is an established and validated one; there is clear industry evidence that higher TV SOV is likely to lead to increased market share.  TV SOV analysis is also popular because the media spend metrics are readily available and easy to understand. 

Until now, clear proof that digital SOV matters has not been available. Nor has there been an effective way to derive an appropriate metric that aggregates the diverse array of digital channels. However, a new Millward Brown analysis of BrandZ data provides conclusive evidence that digital SOV is important to brand growth, and Millward Brown, together with Kantar Media and Kantar, has developed a new granular framework that makes digital share simple to monitor and diagnose.