The explosion of user-generated content has created a vast variety of alternative content distribution methods through widgets, applications, etc. As publishers and their distribution channels look to monetize their sizeable audiences and as advertisers seek alternate means to reach elusive demographic segments online, the market needs a reliable way to consistently measure the size and composition of this medium.

The reach of distributed content is significant: more than 82 percent of all U.S. Internet users and 65 percent of worldwide Internet users were exposed to a distributed content object in June 2008. Additionally, comScore’s research shows that consumers of distributed content are more engaged than the average internet user, leading both advertisers and media planners to show interest in these content distribution methods.

comScore’s Extended Web reporting is among the first services to provide independent measurement for the burgeoning distributed content (widgets, applications, etc.) market in a consistent manner, removing the need to rely on disparate data from multiple sources.

The global reach of the social networking and blogging sites on which distributed content is most commonly found requires that extended web objects be measured with an international perspective. comScore’s Extended Web reporting reports on distributed content usage in 32 countries, five regional markets, and a worldwide roll-up. comScore’s Extended Web reporting provides deep insight into the widget, application and other distributed content market:

• Audience size and usage by publisher and by individual widget.
• Classification of the distributed content landscape into major content categories. comScore’s classification system is an industry standard media planners rely on and ensures that distributed content publishers and objects are categorized appropriately.
• Audience composition in various markets by age and gender.

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