Share of voice
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
Useful for setting a budget's order of magnitude and useless for judging a campaign, because it is a share of spend rather than a share of attention. It is worth knowing mainly because it is the reasoning behind most large brand budgets, and therefore the frame a buyer arrives with when they ask what a channel costs.
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Reach
The number of distinct people or households exposed to a campaign at least once, as opposed to the total number of impressions delivered. Usually expressed as a count or as a percentage of a defined universe.
Brand lift
A survey-based measurement comparing exposed and unexposed people on awareness, recall, consideration or favourability, to estimate what a campaign changed in attitude rather than in behaviour.
More on targeting and identity
How an audience is described to a seller, and how much of the description survives. Most of the honest difficulty in media buying lives here.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through