Share of Voice & Competitive Brand Positioning

Vantara Wellness · Q3 2024 · 13-Week Competitive Intelligence

Blended SOV
24.3%
-2.8pp
Share of Search
29.8%
-4.3pp
Earned SOV Premium
+6.2pp
+1.1pp
SOV:SOM Ratio
1.38
-0.16
Media Invest Index
103
+8
Topic Territory Score
68.4
-5.2

Share of Voice by Channel – Brand vs. Top 3 Competitors

Share of Search by Category Keyword Cluster

Competitive Media Investment Index – 13-Week Trend

Topic Territory Dominance – High-Intent Category Clusters

Performance
Immunity
Sleep
Energy
Recovery
Longevity
Vantara Wellness
32.1
41.3
36.8
28.4
30.2
44.6
Oura Nutrition
38.7
29.1
24.5
35.2
38.9
31.4
Ritual
18.2
19.6
28.7
21.4
20.9
14.0
Athletic Greens
11.0
10.0
10.0
15.0
10.0
10.0

Earned Media Share & Sentiment Premium

Competitive Content Velocity – Weekly Publish Rate

Category Search Displacement Rate – 13-Week Rolling

SOV-to-SOM Conversion Efficiency

Purchase Consideration Mentions

Vantara34.2%
Oura29.8%
Ritual21.1%
Athletic Greens14.9%

Expert Recommendations

Vantara41.3%
Oura24.6%
Ritual19.2%
Athletic Greens14.9%

Unboxing & First Use

Vantara28.7%
Oura33.4%
Ritual22.8%
Athletic Greens15.1%

Competitive SOV Summary – Q3 2024

Brand Paid SOV Earned SOV Social SOV Blended SOV Share of Search Investment Index Earned Premium
Vantara Wellness 22.1% 28.3% 21.4% 24.3% 29.8% 103 +6.2pp
Oura Nutrition 28.4% 19.7% 26.1% 25.8% 32.1% 117 -8.7pp
Ritual 19.2% 18.4% 20.8% 19.6% 18.9% 94 -0.8pp
Athletic Greens 16.8% 14.1% 17.2% 16.4% 11.2% 88 -2.7pp
Others 13.5% 19.5% 14.5% 13.9% 8.0% — —