• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Quarterly Trends Webinar
    Get the latest insights on digital marketing campaign performance for Q4 2022
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q3 2022
Back to Blog

Online Retail Share-of-Voice: SOV Analysis to Win the Digital Shelf

Skai™

March  31, 2022

Just over a decade ago, only 5 percent of total U.S. retail sales happened online. The entirety of the buyer’s journey generally consisted of going to a store, checking out that store’s inventory, making a purchase, and calling it a day. Now, buyers are inundated with products, and standing out among the endless aisles of the ecommerce landscape has increasingly become a challenge for marketers. 

The “digital shelf” is a term that describes how and where a brand’s products are displayed online along with the ways that shoppers discover products online, whether that discovery is through search, social, or third-party marketplaces, like Amazon and Walmart. 

Think of the ways in which a product can be displayed within a store. Stock is limited, so there is less to choose from. In order to make a choice, a shopper might browse the aisle, compare prices and styles, then choose the product that is most to their liking. 

However, as more and more consumers’ shopping moves online, the online market has created a “shelf” that is nearly limitless, giving shoppers more inventory to choose from than ever before. In order to succeed in this new, digital landscape, it is important for retailers to claim their share of voice (SOV) in order to standout among competitors. Claiming share of voice on the digital shelf requires careful SOV analysis of how, where, and how often customers are discovering (or not discovering) your brand. 

SOV analysis

The digital shelf has also been called “the endless aisle” which hits home just how important it is to be visible within online retailers

How does share-of-voice apply to ecommerce?

In an era where 74 percent of shoppers begin their product searches on Amazon, it is more critical than ever before to understand share of voice. When it comes to ecommerce, share of voice analysis describes the measurement of of much advertising inventory or organic search results your brand claims versus how much of that space competitors claim.

Share of voice can encompass other areas, like social media, but share of voice analysis primarily means understanding exactly how discoverable one brand is versus another. Capturing a larger share of voice within the endless aisles of the ecommerce marketplaces involves unlocking and analyzing data from many different sources, including looking at market trends, analyzing competitors’ strategies, and compiling all of your share of voice data in one place. 

Here are a few tips for using SOV analysis to win the digital shelf: 

SOV analysis: Pick your battles

When it comes to claiming share of voice within ecommerce platforms, your ROI may look different than it has in the past. Traditionally, the goal of pushing products on platforms like Amazon or Walmart has, understandably, been to sell more products. But increasing market or category share often requires different strategy, and your brand may need to sacrifice immediate sales in order to push trials or initial orders of a new item in order to become discoverable to new audiences, thus claiming more share of voice. In this instance, it’s important to remember that each product or category of product is a different battleground, and keeping an eye on how much share of voice competitors claim across platforms in each category is critical for winning these small battles. 

And that battleground can absolutely change from platform to platform. For example, if one of your chief rivals is investing heavily on Walmart.com, you may have to spend much higher than you planned there to remain competitive. Or maybe you’re strong on Amazon but barely visible on Instacart? Meanwhile, at Target.com, you are dominating the share-of-voice and can be less aggressive with your ad dollars as your organic listings drive success.

SOV analysis: Analyze market trends

However, share of voice isn’t just about understanding where your competitors stand across ecommerce platforms in different categories. Looking at market trends by analyzing the performance of your content, as well as that of your competitors, across digital channels can be an important way to market your products in a way that will capture audiences in the discovery phase of the buyers’ journey.  There are early warning detection datasets available to help marketers better track impactful market trends that go beyond just ad performance data, including:

  • Social media posts
  • Consumer product reviews
  • Key Opinion Leader (KOL) posts
  • Product descriptions
  • Publicly available patents

What would it mean if your food brand knew the next hot ingredient—you already use in some of your products—before your rivals?

How would you market your apparel brand differently if you knew the next big color in fashion?

Focusing on ads and keyword search terms using this data could be the move that nudges your product to the forefront of the digital shelf. As part of the evolution of retail media, practitioners need to access market trend data to stay ahead of competitors and take advantage of new consumer behaviors before others realize they are happening.

Connect Commerce Channels

One platform for the three most important digital advertising channels—paid search, social advertising, and retail media—is a step in the right direction. These three channels already represent nearly 70% of all digital marketing spend and, when planned and managed together, enable a level of clarity and agility that opens up a world of possibilities for consumer goods brands. From a single interface, marketers use SOV analysis to gain insight and take action to improve each channel’s impact and influence on overall product sales.

Winning the digital shelf may be a bit more challenging than winning a traditional retail shelf, but careful SOV analysis and compiling all your SOV data in one place is a great first step towards carving out a space for your brand across ecommerce platforms. 

Skai’s Retail Media solution has SOV analysis and more

Skai empowers the world’s leading brands and agencies across industries to manage omnichannel digital marketing campaigns. Our intelligent marketing platform includes solutions for retail media, paid search, paid social, and app marketing. We’ll keep you at the forefront of the digital evolution with data and insights, marketing execution, and measurement tools that work together to drive powerful brand growth.

Most importantly, we integrate some of the most powerful retail analytics you need to make great retail media decision-making right in the platform.

For more information or to see our cutting-edge data and campaign management functionality for yourself, please reach out to schedule a brief demo.

Related Posts

  • Kroger Precision Marketing Announces Its Retail Media Partnership with Skai
    Read More
  • skai black friday amazon ads checklist fb
    The Skai Black Friday Amazon Ads Checklist 2021
    Read More
  • Brand logos for companies with retail media networks: target, gopuff, sephora, petsmart, petco, macys, wayfair, kmart, kroger.
    What Is a Retail Media Network and How Can It Help Your Brand?
    Read More
  • A pole with an orange ribbon indicates a measurement of distance.
    Amazon Ads Data Lays Down a Marker for Retail Media Advertising
    Read More
  • Several screens showing amazon product targeting ads and placements on a mobile device and two laptops.
    Amazon Product Targeting (Strategy For PPC)
    Read More
  • Retail Media Marketers Can Now Reach Gopuff’s Unique Customer Base Through Skai
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Amazon, Data, Plan, Research, Retail, Retail Media, Target, Walmart, xPSx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint