HOLLYWOOD, Florida \u2013 It\u2019s been said that the most valuable real estate is all about location. It\u2019s no different with video advertising, but consumption habits are changing so fast that they are hard to measure.<\/p>\n

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\u2019s screen in which it appears.<\/p>\n

\u201cInterestingly, we\u2019ve never really asked questions about what we call screen real estate,\u201d Moat CEO and Co-Founder Jonah Goodhart says in an interview with Beet.TV at the the IAB Annual Leadership Meeting<\/a>. \u201cSo for the first time we\u2019re asking if you have an ad, is it on 10 percent of the screen or 100 percent or 50 percent.\u201d<\/p>\n

While it may or may not impact effectiveness, \u201cwe think it\u2019s important to understand how much of the person\u2019s attention did you potentially get and for how long,\u201d says Goodhart.<\/p>\n

One of the things that makes video \u201cincredibly exciting\u201d right now is that so many platforms are becoming video-first in their approach to content and advertising, according to Goodhart<\/a>. \u201cThe question we ask is how do you effectively measure video. What are the right questions to ask when you\u2019re measuring video?\u201d he says.<\/p>\n

The Moat Video Score, which is census-based and uses a scale of 0-100, has early supporters<\/a>\u00a0in brand marketers like Unilever and Bank of America, media agency GroupM, Cond\u00e9 Nast, Fox Networks Group, Hulu, NBCUniversal and Snap Inc.<\/p>\n

The jury is still out on what video ad experience will rise to the top of consumer preference, according to Goodhart.<\/p>\n

\u201cWhat we know for sure is we\u2019re changing the way we consume content and we know it\u2019s increasingly mobile and increasing video,\u201d Goodhart says. \u201cHow that plays out is anyone\u2019s guess, but I think it\u2019s going to be fun to watch.\u201d<\/p>\n

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV\u2019s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

HOLLYWOOD, Florida \u2013 It\u2019s been said that the most valuable real estate is all about location. It\u2019s no different with video advertising, but consumption habits are changing so fast that they are hard to measure. Enter the Moat Video Score, a new impression-level metric for measuring digital video exposures that focuses on length of creative, […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6159],"tags":[5287,4285,4380,5012,5395,6157,6160,6182,6183,6184,6185,6186],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44546"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44546"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44546\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44546"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44546"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44546"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}