A critical metric that determines the level of a brand’s market share growth is its excess share of voice (ESOV), defined as share of voice (SOV) minus share of market (SOM). In other words, if you want to grow your market share you need to overinvest.
Mark Ritson explains this concept further in this video.
In house of pain
Technology is tempting some big names to do media buying themselves and cut out agencies, but it’s not a binary decision.
Irish Media Landscape
An illustration that shows the key players working with brand owners within the Irish media and marketing industry.