MESH talks "Measure Share of Experience" (AdMap, March 2016)
Share of voice (SOV) has always been an important metric for marketers to monitor. It helps us to understand how prominently we are promoting our brand versus competitors. But SOV only measures what we, as marketers, push out. It doesn’t measure what people actually pick up; and it only includes paid media, such as TV advertising and outdoor. It doesn’t cover earned, owned and environmental media. Is there a measure of brand pickup that gives a fuller picture? We have investigated a new metric – share of experience (SOE) – to see how this can help marketers. Share of experience is the percentage of total brand experiences that a brand has in relation to the total market. So if we are looking at airline brands, we might see that Delta Air Lines has 30% SOE, meaning that it has 30% of all experiences that people have with airlines.
To read the full article, please visit the March 2016 issue of Admap.