Given its significant investments in premium video to date and its plans going forward, Condé Nast is in a great place at a great time. Producers of premium video content have two big leverage points—brand safety and audience reach—with which to pry traditional broadcast dollars from advertisers.

In this interview with Beet.TV, Norton discusses rising video consumption and audience numbers that rival not just television, but programming like the NBA and primetime network shows. It represents a “real blurring of lines” between dollars that could be allocated toward broadcast versus dollars allocated toward digital.

“We’re using the same writers, producers, directors that are producing academy award nominated content,” Norton says. “What you’re going to see is us moving from a very text- and image-based company to much, much more focused on video.”

Text and imaging will still be key building blocks. In fact, a number of the feature films that Condé Nast has in production derive from stories in publications like GQ and The New Yorker.

Condé Nast does “a ton” of branded content via its 23 Stories studio, including an always on, cross-platform effort with Cadillac involving more than 50 pieces of custom content. The next step is figuring out how to take that content and “bring it to life in an experience.”

To this end, the company recently acquired an experiential agency called Pop2Life, which offers ideation and strategy, environmental design and creative services, full-service event production, talent procurement and event concierge services.

“It’s really about bridging that last mile of consumer experience. Going from the screen or printed page to an actual, physical experience,” Norton says.

Norton addresses the issue of brand safety from an overall perspective of trust in this interview with Beet.TV. He’s says it’s not just digital that’s being questioned. “Consumer trust and confidence in all of media is really at a record low. You factor in fake news, alternative facts, fraud, just overall brand safety and it’s a bit of an epidemic,” Norton says. Hence Condé Nast’s story for advertisers and agencies is about “the trust of our journalism.”

As for the bigger digital picture, Norton calls on all players to pitch in and help to shape things up. “We want to challenge brands to comply with a lot of the industry initiatives that are happening right now, number one being tag certification,” he says, citing the Trustworthy Accountability Group and Condé Nast’s certification. “Many major industry CMO’s have made it a requirement. We are asking all of our distribution partners to get certified.”

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.

Enter the Moat Video Score, a new impression-level metric for measuring digital video exposures that focuses on length of creative, plus its sound and viewability, along with the portion of a user’s screen in which it appears.

“Interestingly, we’ve never really asked questions about what we call screen real estate,” Moat CEO and Co-Founder Jonah Goodhart says in an interview with Beet.TV at the the IAB Annual Leadership Meeting. “So for the first time we’re asking if you have an ad, is it on 10 percent of the screen or 100 percent or 50 percent.”

While it may or may not impact effectiveness, “we think it’s important to understand how much of the person’s attention did you potentially get and for how long,” says Goodhart.

One of the things that makes video “incredibly exciting” right now is that so many platforms are becoming video-first in their approach to content and advertising, according to Goodhart. “The question we ask is how do you effectively measure video. What are the right questions to ask when you’re measuring video?” he says.

The Moat Video Score, which is census-based and uses a scale of 0-100, has early supporters in brand marketers like Unilever and Bank of America, media agency GroupM, Condé Nast, Fox Networks Group, Hulu, NBCUniversal and Snap Inc.

The jury is still out on what video ad experience will rise to the top of consumer preference, according to Goodhart.

“What we know for sure is we’re changing the way we consume content and we know it’s increasingly mobile and increasing video,” Goodhart says. “How that plays out is anyone’s guess, but I think it’s going to be fun to watch.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.