HOLLYWOOD, Florida – It’s been said that the most valuable real estate is all about location. It’s 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, 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.