Share of voice
The proportion of available ad slots in a property or issue that one advertiser holds.
Being one of one is a different product from being one of six, and it is priced accordingly. In a newsletter, the primary slot in an issue with no other ads carries far more weight than the same copy in a classifieds block.
Ask how many slots exist per issue before comparing two quotes. A cheaper placement in a crowded issue is often the more expensive one per unit of attention.
How LinkBourse handles it
Capacity per period is a field on every placement, so how many other advertisers can appear alongside is visible before booking rather than discovered afterwards.
Terms it depends on
- Category exclusivity
- A commitment that the publisher will not run a competitor's ad for an agreed period.
- Frequency cap
- A limit on how many times one person is shown the same ad in a period.
- Flat fee
- One price for one placement — a newsletter send, a sponsored post, a podcast read — regardless of how it performs.