SoS = SoM across category, country and languages – 83% avg. correlation

This week Share of Search was at the top of the agenda at the IPA’s (Institute of Practitioners in Advertising) annual Effworks and it is quickly becoming the must have metric.

James Hankins presented the findings of a joint study regarding the relation of Share of Search with market share, media spend, and even mental availability.

The study, included over 30 case studies across 12 different categories spread over 7 countries and confirmed Share of Search’ as a proxy to market share.

Key Findings:

Share of Search confirmed proxy for market share: 

https://www.marketingweek.com/share-of-search-market-share

Share of Search proves relevance of TV:

https://www.marketingweek.com/rightmove-strength-in-search/

Share and Search Mental availability
Share of search correlates to mental availability