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.
Advertising industry at an inflection point
We’re starting to see the rise of new types of scale. Agencies need to focus less on buying clout and more on data, talent and ideas.