Category Insights
What is it?
Category Share of Mind examines the consumer impact of advertising across an entire category. Our solution measures consumer engagement across multiple brands to answer some key questions, including:
What captures consumer attention?
What elicits a deep emotional connection?
What is memorable?
How do we use it?
Complementary to Share of Voice, which measures media spend by each brand in a given category, Share of Mind measures the unconscious impact of creative advertising in the minds of consumers; A GRP multiplier, if you will.
We use this to:
Outline the competitive risks and develop strategies to dislodge and displace competitors in the consumer mindset.
Understand the true impact of competitive media activity.
