New Service introduces the first GRP measurement of online ads and offers
capabilities for more granular advertising planning and analytics by
agencies and publishers
RESTON, Va., Oct. 30 /CNW/ -- comScore, Inc. (Nasdaq: SCOR), a leader in
measuring the digital world, today announced the introduction of comScore
Extended Web measurement (CXW), a major extension of its flagship Media Metrix
audience measurement service. Extended Web measurement allows the tracking of
distributed Web content across third party sites, enables more precise
measurement of publisher ad packages, and introduces a granular Gross Ratings
Point ("GRP") measure for online ads in order to facilitate the comparison of
online media with traditional media. This new capability is available to
clients on a global basis.
"In today's Internet landscape, a Web page has evolved to become a
platform for distributing content and advertising inventory originating
outside the confines of the publisher's Web server," said Linda Boland
Abraham, comScore executive vice president. "With so much distributed content
being leveraged for syndication or advertising delivery, both advertisers and
publishers have demonstrated an interest in better understanding the reach of
these extended content offerings and the nature of their audiences. comScore
Extended Web measurement addresses those needs."
What is Distributed Content?
Distributed content, commonly referred to as widgets, gadgets or
applications, is any content that is viewed by the end user on a Web page not
owned by the content publisher. Distributed content often includes multimedia
content, such as video, music, games or photos, but may also include news,
information, and other updates.
Some examples of content that could be included in comScore Extended Web
-- Slide "FunWall" application appearing on a Facebook profile
-- New York Times news widget appearing on a personal blog
-- NBC "The Office" widget appearing on a My Yahoo! homepage
-- National Geographic "Photo of the Day" appearing on a personal iGoogle
-- AOL's Sphere widget appearing on TMZ.com
-- SnagFilm independent film features appearing on a personal blog
-- Kwanzoo's quiz widget for Glam Media's Application "Atako" on
-- Project Playlist widget appearing on a MySpace profile
-- NBA widget distributed by Clearspring
-- Mochi Media's Flash games appearing on GamePro.com
Extended Web reporting will be available for platforms and publishers of
distributed content that cooperate with comScore to identify the technology
and objects used to distribute this content. Companies interested in having
their Extended Web content measured can immediately participate by visiting
http://www.comscore.com/cxw to enroll and provide the classification
information necessary for tracking these new entities, or they can contact
comScore at http://www.comscore.com/contact. A flexible set of tools is
available to accomplish the classification, ranging from URL coding, to
embedding tags in query string of the content URL, or beacons embedded in
Extended Web Reporting Enables Measurement of Ad Packages
Another important benefit from participating in comScore Extended Web
measurement is the ability to report the actual delivery of ads on one's site
or within one's network. Through tagging of ads, comScore will be able to
verify the actual delivery of ad packages. Instead of relying only on reach
numbers that measure the full audience of the site or the sites in a network,
advertisers will be able to get an actual reach metric for the specific
sections of a site that are included in a targeted ad buy. For example, an
advertiser considering a "College Football" ad package from a site or network
will be able to get a highly granular estimate of the reach and audience
demographics of that specific ad package.
GRPs Metric Added to Media Metrix
comScore is also adding a measure of GRPs to facilitate the comparison of
online media with traditional media. This new metric leverages comScore's
unique ad identification technology and the ability to measure ad impressions
at the level of an individual Internet user. This is the first time a GRP
metric will be available for online media at this level of granularity.
"This new functionality demonstrates comScore's commitment to offer the
most powerful, granular and innovative audience measurement services," said
Dr. Magid Abraham, president and CEO of comScore. "Our focus on added value
and actionable information is aimed at helping us attract new clients, expand
our relationship with our existing clients, and strengthen our competitive
position in the marketplace."
Additional Perspective from Around the Industry
"We have witnessed a deportalization of the Web over the past few years.
Users of many Web services are now accessing them away from the destination
site, whether it's reading the New York Times on Google Reader, playing Texas
Hold'em Poker on Facebook, watching a YouTube video on a MySpace page, or
listening to an imeem playlist on my blog," commented Fred Wilson, Managing
Partner of Union Square Ventures. "This trend is accelerating and it's
wreaking havoc on traditional Web measurement methodologies. Once again
comScore comes to the rescue with its extended Web offering. This is an
important development, and I hope that web services that have large extended
Web audiences will join this new service."
"Smart publishers who have leveraged the distributed web as a way to
extend their audience can now use comScore to demonstrate that value" said
Eric Porres, Partner and COO of Underscore Marketing. "No site is merely an
island anymore; the distributed web is more like an archipelago, and this
service should tie those audience islands together."
"Glam Media's Application Platform 'Atako' is being built to help brand
advertisers plan, target and reach audiences engaged in extended web of
widgets, applications and services," said Samir Arora, Chairman and CEO of
Glam Media. "With comScore's new granular reporting, Glam will be able to
offer the same level of reporting, monitoring and measurement it has at the
web sites and network level with Media Metrix, providing an essential service
for advertisers and agencies. "
"As a video advertising platform, it is critical for YuMe to have a clear
understanding of the size and characteristics of audiences, and be able to
measure delivery and effectiveness against their intended targets," said
Michael Mathieu, CEO of YuMe. "comScore now provides the unique solution in
the digital marketplace that will enable us to quantify the impact of ad
delivery through our platform and demonstrate YuMe's value to advertisers."
"Mochi Media powers an extensive catalog of games that are played on tens
of thousands of sites across the Internet," said Jameson Hsu, CEO of Mochi
Media. "comScore's Extended Network reporting provides Mochi Media and our
advertisers with vital information about the audience playing games on our
network that is unavailable in any other third party tool."
"comScore is taking a big step forward here to provide more relevant
counts of audiences that run beyond the Web site of origination like
syndicated articles and widgets. Translating the numbers to advertising-based
GRP metrics allows us to more easily plan the digital channel against the same
reach benchmarks that many of our clients use in their traditional media
efforts. comScore continues to innovate and enhance their offering based on
what we need, and that's why we rely on their data," said Gerard Broussard,
VP, Media, Group M.
"The distributed Web is where the growth is for publishers and
advertisers; user distributed content is now an important part of the
syndication landscape, and measurement and accountability is being demanded by
all parties," said Ted Leonsis, Chairman, Clearspring Technologies; Chairman,
"comScore's Extended Web reporting represents a significant innovation
in digital audience measurement and proves once again that comScore is at the
forefront of addressing today's audience measurement challenges," said Bill
Wilson, EVP Programming of AOL. "This new service gives the industry a much
needed third-party perspective on understanding the scope and composition of
the highly valuable Extended Web audience."
"This new product will finally validate for audiences some of the amazing
innovations that media companies have been investing in for the last year. The
mass fragmentation of the web has created many challenges and opportunities
for media companies. Without quality third party measurement from the market
leader, advertisers will never be comfortable buying these new audiences. We
believe many of the 150 networks on Adify's platform will adopt this new
service," said Russ Fradin, CEO, Adify.
comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital
world and preferred source of digital marketing intelligence. For more
information, please visit http://www.comscore.com/boilerplate.
For further information:
For further information: Andrew Lipsman of comScore, Inc.,
+1-312-775-6510, email@example.com Web Site: http://www.comscore.com