Share of Voice
The percentage of total advertising time or impressions on a screen network that a specific brand or campaign occupies.
Share of Voice (SOV) in retail media and digital signage refers to the percentage of total available advertising time, impressions, or screen slots that a specific brand, campaign, or advertiser occupies within a given screen network or campaign period.
For example, if a screen plays 10 advertisements per hour and a brand's creative plays twice per hour, that brand has a 20% share of voice on that screen. Share of voice is a key commercial metric for retail media networks, as it determines how prominently a brand features in the advertising mix and directly influences campaign visibility and effectiveness.
Share of voice can be guaranteed (a fixed percentage of plays, regardless of other advertisers) or dynamic (determined by programmatic auction, where the brand's impression share varies based on competition and bid price). Retailers use share of voice as a pricing and packaging tool — premium share of voice packages command higher CPMs and provide advertisers with guaranteed prominence. The Adflux platform enables retailers to manage share of voice allocations across their entire screen network, with real-time reporting on actual delivery versus contracted share.