![](/imager/general/95891/Telecom-1_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/95891/Telecom-1_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
42%
More effective lift in ad recall than the Traditional Third Party Provider
![](/imager/general/95892/Telecom-2_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/95892/Telecom-2_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
78%
More effective lift in ad recall than Platform-Provided Suitability
![](/imager/general/95893/Telecom-3_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/95893/Telecom-3_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
5%
Of delivery using the Traditional Third Party Provider ran against Unsuitable content
![](/imager/general/95894/Telecom-3_2024-05-23-190102_tvpu_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/95894/Telecom-3_2024-05-23-190102_tvpu_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
40%
Of delivery using Platform-Provided Suitability tools ran against Unsuitable content
Brand Brief
A major telecom brand wanted to drive more effective ad recall with its audience targeting on YouTube by activating against impactful content adjacencies that matched its Brand Suitability standards.
For the brand, this meant filtering its pre-flight inclusion lists for Low Risk adjacencies according to GARM’s Framework for Brand Safety & Suitability, while also excluding Children’s Entertainment, Mature Music, and Gaming content.
Filters
![](/imager/general/Icons/95895/Telecom-4_809b68a152cf6fd5f0817daf0c8d7f66.png 600w 600h, /imager/general/Icons/95895/Telecom-4_7d5a0f36a1792344ba59111fac11afb7.png 300w 300h)
![](/imager/general/Icons/95897/Telecom-5_809b68a152cf6fd5f0817daf0c8d7f66.png 600w 600h, /imager/general/Icons/95897/Telecom-5_7d5a0f36a1792344ba59111fac11afb7.png 300w 300h)
![](/imager/general/Icons/95896/Telecom-6_809b68a152cf6fd5f0817daf0c8d7f66.png 600w 600h, /imager/general/Icons/95896/Telecom-6_7d5a0f36a1792344ba59111fac11afb7.png 300w 300h)
![](/imager/general/Icons/95898/Telecom-7_809b68a152cf6fd5f0817daf0c8d7f66.png 600w 600h, /imager/general/Icons/95898/Telecom-7_7d5a0f36a1792344ba59111fac11afb7.png 300w 300h)
![](/imager/general/Case-Studies/Major-Telecom-Brand/49254/patrick-pierre-8aOlgw9wNvE-unsplash_04628e7e7dcdbd3fe2833e6b86e06fa8.jpg 2400w 3600h, /imager/general/Case-Studies/Major-Telecom-Brand/49254/patrick-pierre-8aOlgw9wNvE-unsplash_4b32b63c5c28c858e051e9d1a2a717a1.jpg 1600w 2400h, /imager/general/Case-Studies/Major-Telecom-Brand/49254/patrick-pierre-8aOlgw9wNvE-unsplash_b8a7d9426d44becbfab22c3e3256f6d7.jpg 1200w 1800h, /imager/general/Case-Studies/Major-Telecom-Brand/49254/patrick-pierre-8aOlgw9wNvE-unsplash_c55d2da32a1a12d068f00f3ec0f7f79a.jpg 800w 1200h, /imager/general/Case-Studies/Major-Telecom-Brand/49254/patrick-pierre-8aOlgw9wNvE-unsplash_5dbced9873927dbc00aa1bed763f6f2b.jpg 400w 600h)
Head-to-Head Test
The brand ran three similar campaigns, each using a different technical approach for Brand Suitability:
Zefr: Powered by Zefr’s patented AI, Zefr’s tools use cognition-trained machine learning and frame-by-frame computer vision to accurately control GARM Brand Suitability & content exclusions
Traditional Third Party Provider: The traditional Third Party Suitability Provider’s tools rely on signals surrounding videos to classify their Suitability — rather than videos themselves — with a focus on the text analysis of keywords, metadata, and audio transcripts
Platform-Provided Suitability: The platform-provided tools rely on black box, one-size-fits-all settings for brand suitability
![](/imager/general/Decals-Backgrounds/33539/video-swoosh-2_e3d8b0c520d6982cf6bb89a89234ca36.png 3000w 732h, /imager/general/Decals-Backgrounds/33539/video-swoosh-2_04628e7e7dcdbd3fe2833e6b86e06fa8.png 2400w 585h, /imager/general/Decals-Backgrounds/33539/video-swoosh-2_4b32b63c5c28c858e051e9d1a2a717a1.png 1600w 390h, /imager/general/Decals-Backgrounds/33539/video-swoosh-2_b8a7d9426d44becbfab22c3e3256f6d7.png 1200w 292h, /imager/general/Decals-Backgrounds/33539/video-swoosh-2_c55d2da32a1a12d068f00f3ec0f7f79a.png 800w 195h, /imager/general/Decals-Backgrounds/33539/video-swoosh-2_5dbced9873927dbc00aa1bed763f6f2b.png 400w 97h)
The Results
![](/imager/general/Case-Studies/Major-Telecom-Brand/49734/Cost-per-lifted_2022-08-01-182100_rsny_04628e7e7dcdbd3fe2833e6b86e06fa8.png 2400w 2004h, /imager/general/Case-Studies/Major-Telecom-Brand/49734/Cost-per-lifted_2022-08-01-182100_rsny_4b32b63c5c28c858e051e9d1a2a717a1.png 1600w 1336h, /imager/general/Case-Studies/Major-Telecom-Brand/49734/Cost-per-lifted_2022-08-01-182100_rsny_b8a7d9426d44becbfab22c3e3256f6d7.png 1200w 1002h, /imager/general/Case-Studies/Major-Telecom-Brand/49734/Cost-per-lifted_2022-08-01-182100_rsny_c55d2da32a1a12d068f00f3ec0f7f79a.png 800w 668h, /imager/general/Case-Studies/Major-Telecom-Brand/49734/Cost-per-lifted_2022-08-01-182100_rsny_5dbced9873927dbc00aa1bed763f6f2b.png 400w 334h)
Brand Lift Results
With Zefr Suitability, the brand was able to drive significantly more effective lift in ad recall than it was using the other two approaches — all with the same targeting and budget.
Brand Suitability Results
Upon analysing the placements in each of the three campaigns, the brand determined that 5% of impressions delivered using the Traditional Third Party Provider ran against Unsuitable content.
In addition, the brand found that over 40% of impressions delivered using the Platform-Provided Suitability Tools ran against unsuitable content.
Only with Zefr was the brand able to customize and activate against inclusion lists that accurately mapped to their specific GARM and content adjacency standards — allowing them to invest their full ad spend into suitable reach.