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Media and Communications

Share of voice

Share of voice

Share of Voice in Online Advertising is an
ad revenue model that focuses on weight or percentage among other advertisers. For example, if there are four advertisers
on a website, each advertiser gets 25 percent of the advertising weight. This method ensures one ad will not be seen
any more than the other three ads. And, since there are typically a limited number
of advertisers using a Share of Voice model, ad exposure is optimized. In other words, Share of Voice is used to
“represent the relative portion of ad inventory available to a single advertiser within a
defined market over a specified time period.” Theory
Share of Voice is capitalized on the concept of exclusivity. By limiting the number of ad spaces on websites,
email newsletters and other digital media platforms, ads are more likely to be seen
by their target audiences, thus limiting the amount of “ad noise” on the site. When you limit a website, for example, to
10 advertisers in each ad position, on average each advertiser will be seen at least once
every 10 rotations. Share of Voice is designed to create a mutually
beneficial relationship between the advertiser and the web publisher. The advertiser is willing to pay a premium
for exclusivity and less competition for their target audience’s viewership. The publisher no longer has to rely on volume
and can attract advertisers that want to specifically reach the publisher’s audience. Because the Share of Voice method values quality
of ads over quantity of ads, publishers are perceived to have higher levels of credibility
and interaction. When high quality content is presented, high
quality advertisers tend to follow. Benefits of Share of Voice models versus pay-for-performance
models The Share of Voice advertising model is contrary
to Pay Per Click, Cost Per Impression and/or Pay to Play, which are pay-for-performance
models that generate revenue for the publisher only if the advertisement is clicked or viewed. The publisher is incentivized to seek out
as many advertisers as possible, often on a bid-based system. Furthermore, Share of Voice bypasses the ethical
dilemmas that come with PPC and CPI models, which are subject to abuse by click fraud,
or Pay to Play tactics that are not always transparently paid ads. When content is compromised for ad dollars,
the level of reputation and respect for the publisher can dwindle as readers become disenfranchised
and advertisers see less return on their initial investment. Share of Voice models
Share of Voice models can be contract models where ad placement and content are pre-negotiated. This way, advertisers have the option to have
longer advertising campaigns where content does not need to change based on the availability
of advertising space. Additionally, the publisher’s non-ad content,
i.e. in the case of a news publisher, is independent of the advertiser’s marketing campaign, regardless
of other sponsors or advertisers that work with the web publisher. Share of Voice can also be employed to maximize
a brand or group of brands’ exposure via advertising weight expressed as a percentage of a defined
total market or market segment in a given time period. The weight is usually defined in terms of
expenditure, ratings, pages, poster sites etc. References External links
http:www.abc.net.aupubs/monitoring_elections.htm http:www.nitb.com/article.aspx?ArticleID=1263 Social Media Share of Voice Example
http:www.clickz.comcolumn-optimized-search-synergy-seo-ppc-2011/ Search Engine Marketing Building Share of
Voice Across Engines

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