IPA: Share of Search represents 83% of a brand’s Share of Market

Ella Sagar

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October 12, 2021

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1 minute

Share of Search can make up 83% of a brand’s Share of Market, according to IPA think tank data released today.

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Ella Sagar Ella Sagar is a reporter for The Media Leader and leads our audio and out-of-home coverage. She joined in September 2021 and has a gold standard NCTJ. She previously wrote for the South West Londoner, Ealing Times, and The Hillingdon Times. At the University of Leeds, she received a First Class Honours Degree in French and Spanish with distinction in speaking and during her time there regularly presented radio shows on Leeds Student Radio, wrote for the student paper The Gryphon and was editor of Her Campus Leeds.

Share of Search (SoS) can make up 83% of a brand’s Share of Market (SoM), according to IPA think-tank data released today.

Unveiled last year, the SoS metric is touted as a simple and free method of monitoring a brand’s performance by comparing a company’s branded search volume to that of its competitors.

As part of this week’s IPA EffWorks Conference, the SoS think-tank data released today demonstrated the idea that Share of Search is a strong indicator for the consumer-driven part of SoM.

However, the think tank found this to be a dynamic correlated relationship rather than a causal one.

Meanwhile, broadcast and mass reach media also appeared to have a greater impact on SoS than more targetted approaches.

These findings apply across categories, countries and languages as the IPA SoS think tank looked into 30 case studies across 12 categories and seven countries.