SOV
SOV (Share of Voice) is a way to measure how much presence a brand has in advertising compared to its competitors. Think of it like measuring what percentage of all advertising in a market belongs to one specific brand. For example, if there are 100 TV commercials for soft drinks in a month, and Coca-Cola has 30 of them, their SOV would be 30%. Advertisers and marketers use this metric to understand if they're getting enough attention in their market and to plan their advertising budgets. It's similar to market share, but instead of measuring sales, it measures advertising presence.
Examples in Resumes
Increased client's SOV from 15% to 35% through strategic media buying
Conducted quarterly Share of Voice analysis for key automotive clients
Managed $2M budget to achieve optimal SOV across digital and traditional media
Typical job title: "Media Planners"
Also try searching for:
Where to Find Media Planners
Professional Organizations
Online Communities
Job Boards
Example Interview Questions
Senior Level Questions
Q: How would you develop a strategy to improve a client's SOV in a highly competitive market?
Expected Answer: A senior candidate should discuss analyzing competitor spending, identifying cost-effective media channels, budget optimization, and measuring ROI. They should mention the importance of balancing traditional and digital media.
Q: How do you connect SOV to business outcomes?
Expected Answer: Should explain how to link SOV to sales results, brand awareness, and market share. Should discuss tracking methods and reporting frameworks that demonstrate ROI to clients.
Mid Level Questions
Q: What tools do you use to measure SOV?
Expected Answer: Should be familiar with media monitoring tools, competitive analysis platforms, and how to gather and analyze advertising spend data across different channels.
Q: How do you adjust SOV strategy based on seasonal changes?
Expected Answer: Should understand how to adjust media spending during peak seasons, competitive periods, and how to maintain effective share while managing budget efficiently.
Junior Level Questions
Q: What is SOV and why is it important?
Expected Answer: Should be able to explain that SOV measures advertising presence compared to competitors and why this matters for brand visibility and market competition.
Q: How do you calculate basic SOV?
Expected Answer: Should be able to explain the basic formula: (Brand's advertising exposure / Total market advertising exposure) x 100, and give simple examples.
Experience Level Indicators
Junior (0-2 years)
- Basic media planning concepts
- Understanding of SOV calculations
- Knowledge of major media channels
- Basic data analysis skills
Mid (2-5 years)
- Media mix optimization
- Competitive analysis
- Budget management
- Campaign performance tracking
Senior (5+ years)
- Strategic media planning
- Advanced market analysis
- Client relationship management
- Team leadership
Red Flags to Watch For
- Cannot explain basic SOV calculation
- No experience with media planning tools
- Lack of understanding of different media channels
- Poor analytical skills or data interpretation abilities
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