“Digital Share of Voice” is a common eCommerce key performance indicator which Brands are trying to monitor but it can be difficult to calculate “DSoV” because of website complexities and site behaviour differences between retailer eCommerce sites. Let’s start with a common complexity on the Homepage facing Brands when they try to measure their own “Digital Share of Voice” versus their category competitors.
In this example from Currys.co.uk, you can see 5 different products from different categories all displayed within the same banner. Also notice the “scroller factor” which has 5 banner advertisements rotating dynamically. Within this particular Banner Ad there are 5 brands sharing Digital Share of Voice (DSoV).
In order to measure DSoV across all 5 banners, we will need to calculate a percentage share for each brand showcased within each Banner Ad. Digetail Analytics “Image AI capabilities” can often help to figure out which Brands are showcased in “Banner Ad Collages” like the example above so lets put our Image AI capabilities to the test. We have uncovered LG, Sonos, HP, Sony and Microsoft XBOX.
Let’s now look at the rest of the Curry’s Homepage. You can see from the “Middle Advertising Section” of the Homepage that there are 12 possible advertising blocks available. You can see multiple Single Brand advertising blocks including Acer, HP, Google, Samsung but you can also see “Lifestyle Advertising Blocks” example without “any clear Brand callouts” in the first and second advertising blocks.
Now let’s calculate DSoV for the “Middle Advertising Section” on Curry’s.co.uk. A simple calculation would be to count the number of advertising blocks “12″ and divide this by number of adverts by brand and lifestyle…
Lifestyle DSoV – 16.6% Share “Middle Ad Section”
Google DSoV – 16.6% Share “Middle Ad Section”
Samsung DSoV – 16.6% Share “Middle Ad Section”
“Single Brand” DSoV – 8.3% Share “Middle Ad Section”
Now let’s focus on the “Bottom Advertising Section” of Currys.co.uk Homepage. There is a dynamic scroller with 8 advertising blocks so we will need calculate DSoV for each Brand showcased. Hotpoint and Beko are sharing one of the advertising blocks along with Krups and Delonghi.
We used our Image AI capabilities to identify Krups and Delonghi to calculate Digital Share of Voice more accurately within the Bottom Advertising block on Curry’s.co.uk
In our next post, we will take a look at Digital Share of Voice “on Page 1” across specific keywords and also Banner Advertising across specific categories.
