Theory
Share of Voice is capitalized on the concept of exclusivity. By limiting the number of ad spaces on websites, email newsletters and other digital media platforms, ads are more likely to be seen by their target audiences, thus limiting the amount of “ad noise” on the site. When you limit a website, for example, to 10 advertisers in each ad position, on average each advertiser will be seen at least once every 10 rotations.
Share of Voice is designed to create a mutually beneficial relationship between the advertiser and the web publisher. The advertiser is willing to pay a premium for exclusivity and less competition for their target audience's viewership. The publisher no longer has to rely on volume and can attract advertisers that want to specifically reach the publisher's audience.
Because the Share of Voice method values quality of ads over quantity of ads, publishers are perceived to have a higher levels of credibility and interaction. When high quality content is presented, high quality advertisers tend to follow.
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