{"id":11871,"date":"2025-10-06T03:56:13","date_gmt":"2025-10-06T07:56:13","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/06\/nextgen-video-where-attention-fuels-growth\/"},"modified":"2026-05-09T14:03:38","modified_gmt":"2026-05-09T18:03:38","slug":"nextgen-video-where-attention-fuels-growth","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/","title":{"rendered":"NextGen Video: Where Attention Fuels Growth"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">As Carat prepares to bring to market the industry\u2019s largest ever attention study measuring NextGen Video advertising, join us for a conversation on the short and long-term brand and sales impact of video advertising, alongside IKEA. We\u2019ll explore how culture and attention intersect to drive lasting brand growth and share new insights on how modern video can connect brands to culture in meaningful, measurable ways.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As Carat prepares to bring to market the industry\u2019s largest ever attention study measuring NextGen Video advertising, join us for a conversation on the short and long-term brand and sales impact of video advertising, alongside IKEA.<\/p>\n","protected":false},"author":21,"featured_media":11872,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[40,4],"topics":[2],"class_list":["post-11871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2025-sessions","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>NextGen Video: Where Attention Fuels Growth | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NextGen Video: Where Attention Fuels Growth\" \/>\n<meta property=\"og:description\" content=\"As Carat prepares to bring to market the industry\u2019s largest ever attention study measuring NextGen Video advertising, join us for a conversation on the short and long-term brand and sales impact of video advertising, alongside IKEA.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-06T07:56:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-09T18:03:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-02-at-12.58.29-AM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1572\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Becky Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Becky Johnson\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/\"},\"author\":{\"name\":\"Becky Johnson\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\"},\"headline\":\"NextGen Video: Where Attention Fuels Growth\",\"datePublished\":\"2025-10-06T07:56:13+00:00\",\"dateModified\":\"2026-05-09T18:03:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/\"},\"wordCount\":73,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-02-at-12.58.29-AM.png\",\"keywords\":[\"AWNewYork 2025 Sessions\",\"Culture\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/\",\"name\":\"NextGen Video: Where Attention Fuels Growth | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-02-at-12.58.29-AM.png\",\"datePublished\":\"2025-10-06T07:56:13+00:00\",\"dateModified\":\"2026-05-09T18:03:38+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-02-at-12.58.29-AM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-02-at-12.58.29-AM.png\",\"width\":1572,\"height\":800},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/nextgen-video-where-attention-fuels-growth\\\/11871\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"NextGen Video: Where Attention Fuels Growth\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\",\"name\":\"Becky Johnson\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"caption\":\"Becky Johnson\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"NextGen Video: Where Attention Fuels Growth | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/","og_locale":"en_US","og_type":"article","og_title":"NextGen Video: Where Attention Fuels Growth","og_description":"As Carat prepares to bring to market the industry\u2019s largest ever attention study measuring NextGen Video advertising, join us for a conversation on the short and long-term brand and sales impact of video advertising, alongside IKEA.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/","og_site_name":"AW360","article_published_time":"2025-10-06T07:56:13+00:00","article_modified_time":"2026-05-09T18:03:38+00:00","og_image":[{"width":1572,"height":800,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-02-at-12.58.29-AM.png","type":"image\/png"}],"author":"Becky Johnson","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Becky Johnson"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/"},"author":{"name":"Becky Johnson","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/9fa5c678f43836b2c6a5a08afc888eb4"},"headline":"NextGen Video: Where Attention Fuels Growth","datePublished":"2025-10-06T07:56:13+00:00","dateModified":"2026-05-09T18:03:38+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/"},"wordCount":73,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-02-at-12.58.29-AM.png","keywords":["AWNewYork 2025 Sessions","Culture"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/","name":"NextGen Video: Where Attention Fuels Growth | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-02-at-12.58.29-AM.png","datePublished":"2025-10-06T07:56:13+00:00","dateModified":"2026-05-09T18:03:38+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-02-at-12.58.29-AM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-02-at-12.58.29-AM.png","width":1572,"height":800},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/nextgen-video-where-attention-fuels-growth\/11871\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"NextGen Video: Where Attention Fuels Growth"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/9fa5c678f43836b2c6a5a08afc888eb4","name":"Becky Johnson","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","caption":"Becky Johnson"}}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/11871","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=11871"}],"version-history":[{"count":1,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/11871\/revisions"}],"predecessor-version":[{"id":17793,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/11871\/revisions\/17793"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/11872"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=11871"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=11871"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=11871"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=11871"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}