How do you stand against competitors in digital ads? Who spends more, and how?
Share of Ads Voice is Ravineo’s signature competitive ads indicator. It very quickly tells you how much attention your competitors are buying (and capturing) in online ads.
Combined with our filters, this gives you an incredibly powerful, yet easy to understand way to reveal your competitor’s ad strategy. You can simply click on brands and add filters, and the whole dashboard will adapt to show the filtered data:
How is it calculated?
On Facebook & Instagram, Share of Ads Voice compares the cumulative unique reach of all ads. Read more about this metric in our Platforms & Metrics article. For YouTube and Google, we compare Impressions.
Since we always use the most reliable metric of each platform, this is a consistent and valid measure for comparing the overall audience capture of different companies and campaigns, ensuring consistency and accuracy.Some people might be counted for multiple ads. It is not possible to distinguish individual users across ads from the tranparency data provided by Meta.
Ravineo & Meta Metrics Comparison
Metric | Ravineo | Meta (Facebook & Instagram) |
|---|---|---|
Reach Calculation | Cumulative Unique Reach: Sum of the unique reach for each individual ad. Captures the total exposure across multiple ads. | Deduplicated Unique Reach: Tracks the actual number of distinct individuals reached across multiple ads, eliminating duplicates. |
Example (10 Ads) | If 10 ads each reach 1M people, Ravineo reports a total reach of 10M. | Meta would show a deduplicated reach of, for example, 1.4M unique people across the 10 ads. |
Deduplication | No Deduplication: Summing up the unique reach of each ad provides a standardized comparison of total exposure. | Deduplication Applied: Meta deduplicates users across ads within their platform, removing repeat counts of the same individual. |
Share of Ads Voice | Represents the total attention captured by summing the reach of all ads. Gives a comprehensive view of campaign reach. | Focus on Unique Reach: Meta’s deduplication aims for exact precision within the Meta ecosystem, reporting the total unique exposure. |
Comparison Strength | Cross-platform, comprehensive: Share of Ads Voice works across multiple platforms, giving a full-market view. | Platform-limited: Meta’s reach data is specific to its ecosystem, limiting comparisons outside of Facebook/Instagram. |
Data Limitation | Cross-Ad Comparison Possible: Ravineo does not deduplicate across multiple ads due to privacy and technical constraints. | Single-Ad Focus: Meta focuses on deduplicating reach within individual campaigns but doesn’t offer comprehensive cross-platform views. |
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