OOH glossary · Digital
Share of voice
Share of voice is your part of a digital face’s ad time: your spots divided by all spots.
On a digital billboard, several ads take turns in a loop. Your share of voice is the part of the loop that is yours.
OAAA says six to eight advertisers usually share one digital location. With eight equal spots, each one gets 12.5%.
In wider marketing, share of voice also means a brand’s share of all the ads in its category.
Formula
Share of voice = your spots ÷ total spots in the loop × 100
Example
D-031 has 8 slots. Delmar Auto Supply buys 2 of them. Its share of voice is 2 ÷ 8 = 25%.
In Gabie
Spots on a digital face split share of voice evenly. Scout won’t hunt for buyers on a digital face until its loop capacity is set.