Research shows: Clear evidence of relationship between Share of Search and Mental Availability

Strong correlation between Mental Availability tracking data and Share of Search data

Mental availability is a concept which considers the probability a customer will think of a particular brand in a buying situation. This today is measured by traditional brand trackers with surveys asking the respondents what memories they have on a brands distinctive brands assets.

The metrics have been proven to have a correlation to a brands market share but unfortunately it is too costly and difficult to measure and collect the data for most marketers.

Therefore the research made based on sales data, Mental Availability tracking data and branded search data has been a great finding as it shows the search data and branded searches can be utilized to measure advertising effectiveness in building mental availability.

Source: Mental Availability data VS Share of Search data, EFFWorks Global 2021 Share of Search working group & My Telescope

Brands are a business driver, its role is to create positive memory association

This means that there is clear evidence that you can use branded search data for understanding advertising's role in creating demand in both the short & long term. this data-point has the potential to be a game-changer when creating the right  balance in setting budgets that  meet  both the short term goals and build a strong brand resulting in better price premiums and future cash flows for the  company. 

The data also shows the importance for brands in being a business driver as its role is to create positive memory association and this study shows that mental availability = commercial success and can be measured and analysed through Share of Search and Share of Search analytics.