You’re sitting in a meeting and there’s that guy who talks a lot. And talks some more. In fact, Mr. Talks-a-lot essentially takes over the meeting with his yakkity-yak and doesn’t give other team members a chance to chime in. He has 100% of the attention in the room. In advertising, that’s called 100% share of voice.
Advertisers can also grab lots of attention (in a more polite and desired fashion) through a media buy that gives them a healthy share of voice.
Print Share of Voice
Share of voice is a term that refers to the amount of space one advertiser occupies on a page relative to other ads running at the same time on the same page, be it digital or print. In print, or example, if Restaurant A runs a full-page newspaper ad announcing its new menu or banquet room, Restaurant A has 100% share of voice since it’s the only ad on the page (no competition for ad attention). Whether the paper is broadsheet or tabloid size, a full-page ad is still 100% of the page, and gives the advertiser 100% share of voice on the page.
No matter the size of the newspaper, if a brand is the only advertiser on the page—even when sharing the page with editorial content—that’s 100% share of ad voice. Two half-page ads on the same page would each have 50% share of voice.
Note that in today’s more fragmented advertising and media world, there are many avenues on which an ad may stroll—in print, on a newspaper’s website, and social media, as well as broadcast outlets. While share of voice is applicable to each of these media, obtaining 100% may not be possible with some of them. Print and online are two that can easily lend themselves to acquiring 100% share of voice.
Of course, regardless of the ad’s size, it’s important to create a high-quality ad that readers will notice and remember. Clear, compelling copy, clean graphics, a well-designed logo are key elements. Your business doesn’t have to be Mr. Talks-a-lot to catch the reader’s attention—but you do need to keep share of voice in mind when developing your advertising budget and buy.
The Walk-Away: A larger share of voice amplifies an advertiser’s message to consumers. If you consider share of voice the amount of influence your media buy delivers, then taking the lion’s share of the page means getting the lion’s share of the readers’ attention and awareness.