A planning discipline that ties your media weight to competitive context rather than just budget availability. The goal is to maintain or exceed your fair share of category advertising, because brands that sustain excess SOV over time tend to gain market share. The practical challenge is that SOV data is rarely real-time, competitors don't publish their spend, and estimates vary by source. Use it as a directional input, not a precision target.
Ad tech glossary
SOV (Share of Voice) Planning
Technical definition
Media planning approach that aims to achieve or maintain a specific percentage of category advertising exposure relative to competitors.
The ADLINGO translation
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