An independent audit by MediaSense validates Adelaide's AU metric methodology, confirming a positive correlation between higher AU scores and better performance in brand awareness, familiarity, intent, and recall. Conducted between February and June 2025, the audit assessed the AU scoring process and its accuracy through technical reviews and data reconstruction. Key findings emphasize that the AU methodology is outcome-driven, reproducible, and transparent, making it a reliable metric for driving advertising performance across various key performance indicators and channels.
The AU methodology is outcome-driven and follows data science best practices. MediaSense's analysis confirmed that AU scores serve as strong proxies for a placement's likelihood to drive brand outcomes.
The AU curve methodology is transparent, reproducible, and independently verifiable. By successfully reconstructing AU curves, MediaSense validated that AU is not a black box-its statistical foundations are robust, traceable, and repeatable.
Higher AU scores reliably correlate with improved performance in key advertiser KPIs. AU's predictive value holds across multiple KPIs and channels, supporting its use as an optimisation input to drive performance.
This independent validation by MediaSense represents a pivotal moment for AU. Advertisers have long relied on easily-gamed metrics that degrade media quality and lead to diminishing returns.
#media-quality-measurement #advertising-performance #au-metric #mediasense-audit #brand-outcome-correlation
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