Ad Performance
Ad spend without a benchmark is just a number. Compare spend, Share of Voice, and efficiency against category norms and competitor behavior. Find out whether the budget is working, not just what it did last month.
Example Questions
- “What is our Share of Voice for [x] product?”
- “How is our ad spend performing against category benchmarks?”
- “Compare our ad spend efficiency (SOV per dollar) against the category average and our closest competitor — are we overspending or underspending relative to share gained?”
- “Which competitors are outspending us on ads in [category], and is their spend translating into actual share gains or just visibility?”
- “Is our Share of Voice keeping pace with our market share, or is there a growing gap that ad spend should be closing?”
Frequently Asked Questions
It’s typically the average Share of Voice, spend level, or efficiency seen across competitors in the same category, used as the comparison point for your own performance.
Share of Voice measures your visibility in ad placements and search results; market share measures actual sales. Comparing the two shows whether your visibility is ahead of, behind, or in line with your actual sales position.
Yes, it can flag competitors increasing ad investment in a category, which is often an early signal before a share shift shows up in sales data.
