Widget Web Expo Linda Abrahams New York 2008

MEASURING THE DIGITAL WORLD Tracking Widgets in the Wild (Worldwide) Linda Abraham EVP, Product Management comScore Inc. June 17, 2008

What We Do…. ■ comScore measures the continuous online activity of 2 million people enabling us to measure their p p g online and offline consumer behavior ■ The consumer panel is a representative cross section of the US Population and worldwide regions and countries p g ■ Permission to survey panelists; Permission to match to 3rd party databases; Addition of other offline data through partnerships g ■ Portfolio of products and services that include syndicated audience measurement, tracking studies, ad-hoc analysis and custom panels Proprietary and Confidential Do not distribute without written permission from comScore 2

950 + Blue Chip Customers Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology Proprietary and Confidential Do not distribute without written permission from comScore 3

Report 32 Countries Separately... Proprietary and Confidential Do not distribute without written permission from comScore 4

...But data collected from 171 countries Proprietary and Confidential Do not distribute without written permission from comScore 5

About The Worldwide Widget Report from comScore ■ comScore’s Widget Metrix report measures: – Total unique viewers and reach of widgets on a worldwide basis – Reports on demos for widget viewers within the US ■ Publishers requested 3rd party measurement standardization and verification to help legitimize the value of the market. – Help attract advertisers investors and partners into this growing market advertisers, investors, market. ■ comScore defines a web widget as an independent object that can be embedded or downloaded onto another site and can be used as a tool, has automatic updates changing the content or is interactive. content, interacti e ■ Because of the lack of implementation standards, we require tagging to be included in our report ■ Widget usage is both strong and wide: – Over 62% of Worldwide Internet audience has viewed a widget. – I the US M k this b ll In h Market, hi balloons to over 77% of the market % f h k – Canadians are the heaviest users, with widgets reaching over 80% of the internet population comScore Widget Metrix, April 2008 Proprietary and Confidential Do not distribute without written permission from comScore 6

Worldwide Widget Reach ■ North America leads in widget penetration and usage ■ Widget reach in Asia is among the lowest but with a very large base lowest, base, translates to significant numbers of widget users Usage Days per Unique Visitors (MM) U i Vi it %R Reach h User Asia Pacific 53.6% 6.9 North America 77.6% 8.5 Western Europe 60.0% 6.0 Latin America 70.4% 6.6 Eastern Europe 51.9% 5.6 Middle E t d Middl East and 68.3% 6.0 Africa comScore Widget Metrix, April 2008 Proprietary and Confidential Do not distribute without written permission from comScore 7

Worldwide Widget Reach ■ Within regions, there is a wide variance in the penetration of widgets by country Widgets % Reach % Reach Canada 80.6 Singapore 79.7 Puerto Rico 79.5 Malaysia 78.4 Portugal 78.4 Austria 49.0 Switzerland 48.7 Sweden 46.9 Russian Federation 32.3 Japan 29.1 comScore Widget Metrix, April 2008 Proprietary and Confidential Do not distribute without written permission from comScore 8

Social Networks Are Enjoying Strong Worldwide Growth With Room to Go ■ Social Networks are growing worldwide ■ In the Asia Pacific region, these sites are growing at a rate that is almost 6 times the category’s growth in North America category s ■ The Americas still have the highest penetration rates Social Networking Growth % Reach 70.0 60.0 50.0 Y/Y Unique Visitor 40.0 Growth Rates Worldwide: 58% 30.0 Asia-Pacific :119% North America:19% 20.0 Europe: 75% Latin America: 72% 10.0 MidEast-Africa: 145% 0.0 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 North America Asia Pacific Europe Latin America Middle East Africa Source: comScore World Metrix, January 2007-January 2008 Proprietary and Confidential Do not distribute without written permission from comScore 9

Worldwide, Facebook Drove the Category’s Growth in 2007, overtaking MySpace this month ■ Worldwide, Facebook is the Social Network with the traction, overtaking MySpace on a worldwide basis this month Social Networking Sites: Worldwide Source: comScore World Metrix, April 2007 - April 2008 Proprietary and Confidential Do not distribute without written permission from comScore 10

Widget Reach vs. Video Reach ■ Widgets Reach more persons in the US than Video % Reach Widgets % Reach Video Difference All Persons 77.2% 70.5% 6.7 Persons: 2-17 72.7% 68.9% 3.8 Persons: 18-24 82.0% 73.6% 8.4 Persons: 25-34 82.9% 73.4% 9.5 Persons: 35 44 P 35-44 79 8% 79.8% 72 8% 72.8% 70 7.0 Persons: 45-54 77.1% 70.1% 7.0 Persons: 55+ 70.5% 65.0% 5.5 All Males 77.5% 72.1% 5.5 Male: 2-17 2 17 73 8% 73.8% 72 0% 72.0% 18 1.8 Male: 18-24 81.3% 76.8% 4.5 Males: 25-34 83.6% 74.4% 9.2 Males: 35-44 80.0% 73.6% 6.4 Male: 45-54 77.6% 70.8% 6.8 Male: 55+ 71.1% 66.2% 4.8 All Females 76.9% 69.0% 7.9 Female: 2-17 71.5% 65.5% 6.0 Female: 18-24 82.7% 70.5% 12.2 Females: 25-34 82.2% 72.6% 9.7 F Females: 35 44 l 35-44 79.6% 79 6% 72.0% 72 0% 7.6 76 Female: 45-54 76.7% 69.5% 7.3 Female: 55+ 70.0% 63.7% 6.2 comScore Widget Metrix and Video Metrix, April 2008 Proprietary and Confidential Do not distribute without written permission from comScore 11

Platform Reach by Country is well established Clearspring Penetration Gigya Penetration Top 20 Countries Top 20 Countries Country % Reach Country % Reach World 13.1% 13 1% World 13.7% 13 7% Ireland 33.8% Portugal 41.3% Portugal 33.4% Puerto Rico 31.6% New Zealand 29.8% Singapore 25.8% Singapore 26.8% Malaysia 24.9% United Kingdom 26.4% Mexico 24.9% United States 26.1% United States 24.9% Puerto Rico 24.6% Colombia 21.8% Malaysia 18.9% Australia 17.4% Canada 18 0% 18.0% Italy 15 4% 15.4% Australia 17.0% United Kingdom 14.7% Brazil 16.6% Canada 14.0% Mexico 16.4% Chile 13.4% Colombia 13.6% Argentina 12.3% India 7.3% Austria 11.9% Norway 7.1% Brazil 11.2% Austria 6.9% Norway 10.5% Netherlands 6.6% Spain 10.1% Italy 5 8% 5.8% Israel 8.7% 8 7% Switzerland 5.6% Switzerland 8.4% Sweden 5.2% Germany 7.6% comScore Widget Metrix , April 2008 Proprietary and Confidential Do not distribute without written permission from comScore 12

Facebook Applications ■ Applications on Facebook reach 9% of Worldwide internet population – The Top 5 Facebook Applications have continued to maintain significant presence Worldwide Reach of Facebook Applications 9.0% FACEBOOK.COM - Applications Super Wall FunWall Top Friends Bumper Sticker Movies 8.0% 7.0% 6.0% 5.0% % Reach 4.0% 3.0% 3 0% 2.0% 1.0% 0.0% Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 comScore Widget Metrix, April 2008 Proprietary and Confidential Do not distribute without written permission from comScore 13

Facebook Applications ■ Both Men & Women use the more popular applications... applications Application Usage Composition Index Application Males Females FunWall 104 96 Top Friends 101 99 Movies o es 100 100 00 Super Wall 98 102 comScore Widget Metrix, April 2008 (US Only) Proprietary and Confidential Do not distribute without written permission from comScore 14

Facebook Applications ■ ...but there are wide differences in usage of other applications but Application Usage Composition Index Application Males Females FunWall 104 96 Top Friends 101 99 Movies o es 100 100 00 Super Wall 98 102 What's Your Stripper 47 153 Happy H ! H Hour! 57 143 Hugs 71 129 HOT or NOT 114 86 Armyfight 158 43 comScore Widget Metrix, April 2008 (US Only) Proprietary and Confidential Do not distribute without written permission from comScore 15

Where are Widget Viewers spending time? ■ Heavy Widget Viewers have very different browsing preferences than Light Widget Viewers Duration Index by Site Category Heavy Widget Viewers Light Widget Viewers Conversational Media 281 20 Corporate Presence 260 50 Entertainment 214 50 Search/Navigation g 183 70 Retail 162 73 e-mail 160 64 Online Trading g 99 132 Genealogy 63 132 Home Furnishings 88 125 Lotto/Sweepstakes 91 119 Travel - Information 86 115 Financial Information/Advice 95 105 comScore Widget Metrix and Media Metrix, April 2008 Proprietary and Confidential Do not distribute without written permission from comScore 16

Widgets & E-Commerce ■ Heavy Widget Viewers have specific online spending habits Buying Buying E-Commerce Category Power E-Commerce Category Power Index Index VIDEO GAME CONSOLES & ACCESSORIES 250 OTHER HOME & LIVING ITEMS 80 GIFT CERTIFICATES & COUPONS 185 JEWELRY & WATCHES 79 TRAVEL PACKAGES 161 ARTS, CRAFTS & PARTY SUPPLIES 73 GREETINGS 151 OTHER TOY & GAME ITEMS 71 ONLINE CONTENT SALES 137 TOBACCO PRODUCTS 68 PET SUPPLIES 133 ACCESSORIES 52 ONLINE SERVICES 129 OTHER APPAREL ITEMS 32 comScore Widget Metrix and comScore E-Commerce, April 2008 (US Only) Proprietary and Confidential Do not distribute without written permission from comScore 17

Tracking Widgets in the Wild ■ Multiple standards in widget development and deployment led to an individualized approach to tracking the various implementations ■ Publishers vs. Platforms vs. Networks ■ SWF Objects ■ Javascript Objects ■ Open Social ■ comScore moving to a new standard to track widgets and other distributed di t ib t d content t t Proprietary and Confidential Do not distribute without written permission from comScore 18

Tracking Widgets in the Wild ■ N New standard i collection of di t ib t d content t d d in ll ti f distributed t t – Tagging based collection based on unique ID’s • Append tag to any existing http call – C ll ti i d Collection is development standard and d li l t t d d d delivery mechanism agnostic h i ti – Reported through comScore’s Media Metrix interface • Currency for over 600 clients including agencies, media planners and publishers http://www.site.com/widget.swf?CXNID=0031001.0123456789NXC Proprietary and Confidential Do not distribute without written permission from comScore 19

Widgets can deliver… ■ C Coveted d t d demographic t hi targets t ■ Targets that are valuable to advertisers ■ Worldwide audiences ■ People at the time of engagement—might be more predisposed to advertising ■ But…They get stale easily Freshness, engagement, and a global view F h t d l b l i Proprietary and Confidential Do not distribute without written permission from comScore 20

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Widget Web Expo Linda Abrahams New York 2008

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