A more accurate way to measure consumer engagement

In this episode of The McKinsey Podcast, hosts Lucia Rahilly and Roberta Fusaro interview senior partner Kabir Ahuja about consumer attention in the digital age. Ahuja discusses the challenges companies face in capturing and monetizing consumer attention, given its fragmented nature and the abundance of content. He introduces the "attention equation," which explains how consumer value, platform sophistication, focus levels, and intent influence the value of attention. The conversation explores strategies for advertisers and content creators to effectively target customers, particularly in under-monetized channels like streaming video and mobile gaming. Ahuja also touches on the potential impact of AI on content creation and marketing, emphasizing the importance of understanding consumer behavior and tailoring messages to specific channels.