Widget Marketing Metrics That Matter

When comScore launched its Widget Metrix Service, the industry was served notice that widgets are big. One hundred and seventy-seven million strong across the world wide web. Widgets aren't just big because comScore is now measuring them, but because 177 million of anything is big. However, millions of widgets across the web alone don't really say anything meaningful to advertisers. While the figure may pique their interest, it doesn't help them measure or target or even conceptualise a campaign. In truth, the only thing a number that large may do for advertisers is artificially inflate their expectations. That's because widget marketing is more about quality than quantity. Evaluating widget campaigns requires a different set of metrics and for many advertisers, an entirely new approach.