{"id":593,"date":"2025-06-17T09:05:00","date_gmt":"2025-06-17T07:05:00","guid":{"rendered":"https:\/\/www.nutrimedia.info\/?post_type=news&p=593"},"modified":"2025-06-16T21:09:06","modified_gmt":"2025-06-16T19:09:06","slug":"why-the-quality-of-attention-is-more-profitable-than-the-quantity","status":"publish","type":"news","link":"https:\/\/www.nutrimedia.info\/en\/news\/pourquoi-la-qualite-de-lattention-est-plus-rentable-que-la-quantite\/","title":{"rendered":"The attention equation: why quality of attention is worth more than quantity"},"content":{"rendered":"

The race for attention has become the sinews of war in marketing. And yet we still often use dated indicators - time spent, clicks, impressions - to judge the effectiveness of our content. McKinsey's 2025 report changes all that. It shows that the real value lies not in the quantity of attention, but in its quality. Based on a study of over 7,000 consumers worldwide (including 3,000 in the United States), \u201cThe Attention Equation\u201d<\/em> introduces a predictive model capable of explaining 80 % of monetisation variations between media formats. An enlightening read for any B2B company looking to optimise its marketing investments in a content-saturated environment.<\/strong> <\/p>\n\n\n\n

The heart of the model: focus + intention = value<\/strong><\/h2>\n\n\n\n
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What this diagram says:<\/p>\n\n\n\n

The McKinsey equation combines two dimensions: the \u201ccommercial quotient\u201d<\/strong> (consumer economic value) and \u201cattention quotient\u201d <\/strong>(quality of attention: focus + intention). Together, they predict up to 80 % of monetisation.<\/p>\n<\/blockquote>\n\n\n\n

McKinsey defines the quality of attention according to two variables:<\/p>\n\n\n\n

    \n
  • The focus<\/strong>, This is the actual level of concentration a consumer has when consuming content (without distraction or multitasking).<\/li>\n\n\n\n
  • The \u201cjob to be done\u201d<\/strong>, In other words, the consumer's underlying intention (to be entertained, informed, relaxed, etc.).
    <\/li>\n<\/ul>\n\n\n\n

    And the conclusion is clear: the more attentive and motivated a person is, the more likely they are to spend<\/strong>. <\/p>\n\n\n\n

    For the same amount of consumption time, a person who is focused and involved gives off up to 2x more economic value<\/strong>.<\/p>\n\n\n\n

    What this study means in concrete terms for marketing<\/strong><\/h2>\n\n\n\n

    1. Not all your content is created equal: carry out an attention value audit\u201c<\/strong><\/h3>\n\n\n\n
    \"\"<\/figure>\n\n\n\n
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    What this diagram says: <\/strong><\/p>\n\n\n\n

    Consumption is exploding on digital media (streaming, social, audio), but traditional formats (linear TV, printed press) remain much more profitable. For the same volume, one medium can generate 10 times more value than another.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

    A podcast listened to in the background does not generate the same value as a webinar viewed actively.
    <\/strong>According to McKinsey, the average revenue from a podcast is 0.05 $ per hour<\/strong>, against 17 $ for a live concert<\/strong> or 1.50 $ for a printed book<\/strong>.<\/p>\n\n\n\n

    RECOMMENDATION :<\/mark><\/strong><\/p>\n\n\n\n

    Make an inventory of your content formats (podcasts, articles, LinkedIn posts, newsletters, trade shows, webinars, etc.) and identify :<\/p>\n\n\n\n

      \n
    • those that generate a high level of active attention (length, immersion, interaction),<\/li>\n\n\n\n
    • those that respond to a high-value \u201cjob to be done\u201d (e.g. \u201clearn\u201d, \u201cget inspired\u201d).
      <\/li>\n<\/ul>\n\n\n\n

      Potential B2B ingredients:<\/strong><\/p>\n\n\n\n

        \n
      • Well-targeted white papers,<\/li>\n\n\n\n
      • Long, interactive case studies,<\/li>\n\n\n\n
      • Themed webinars with Q&A sessions,<\/li>\n\n\n\n
      • Hybrid formats (event + replay + newsletter + downloadable slides).
        <\/li>\n<\/ul>\n\n\n\n

        2. Measure better: \u201cuseful time\u201d is more strategic than \u201cgross reach\u201d.\u201d<\/strong><\/h3>\n\n\n\n
        \"\"<\/figure>\n\n\n\n
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        What this diagram says:<\/p>\n\n\n\n

        The media on the top left (live events, concerts, video games) monetise every hour of attention very effectively. Media on the bottom right (social networks, podcasts) consume a lot of attention... without generating as much revenue.<\/p>\n<\/blockquote>\n\n\n\n

        McKinsey shows that traditional measures (duration, volume, views) are not enough to explain a medium's economic performance.
        The best predictors are :<\/p>\n\n\n\n

          \n
        • the actual concentration<\/strong> (e.g. active reading vs. passive scrolling),<\/li>\n\n\n\n
        • intention to consume<\/strong> (e.g. reading for education vs. for entertainment),<\/li>\n\n\n\n
        • the capacity of each target segment to transform this attention into action<\/strong> (purchase, subscription, info request).
          <\/li>\n<\/ul>\n\n\n\n

          RECOMMENDATION<\/mark><\/strong><\/p>\n\n\n\n

            \n
          • Add attention quality indicators to your dashboards: scroll depth<\/em>, average reading time<\/em>, number of rereads<\/em>, active viewing time<\/em>, clicks on interactive elements<\/em>.<\/li>\n\n\n\n
          • Set up simple surveys: \u201cWhy did you read this article?\u201d or \u201cWhat did you learn?.
            <\/li>\n<\/ul>\n\n\n\n

            3. Know your \u201chigh attention segments\u201d: don't target everyone<\/strong><\/h3>\n\n\n\n
            \"\"<\/figure>\n\n\n\n
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            What this diagram says: <\/p>\n\n\n\n

            The study identifies 3 consumer segments with very high attention value<\/strong> :<\/p>\n<\/blockquote>\n\n\n\n