Key Metrics
![](/imager/general/93033/improvement-icon_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/93033/improvement-icon_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
+6.73%
IMPROVEMENT IN BRAND SUITABILITY ON YOUTUBE
![](/imager/general/92659/lower-cpms_c55d2da32a1a12d068f00f3ec0f7f79a.png 691w 691h, /imager/general/92659/lower-cpms_5dbced9873927dbc00aa1bed763f6f2b.png 400w 400h)
+22%
LOWER CPMs
“I applaud the excellent partnership we had with Zefr and our agency to identify brand suitable opportunities that improved our digital strategy. Brand suitability is without a doubt one of the most important KPIs we cannot neglect.”
Mauricio Rojas, Head of Hispam Digital Acceleration Projects, Telefónica S.A.
The Challenge
Multinational telco brand Movistar Mexico wanted to measure brand suitability across their YouTube investment and also test the impact of Zefr’s performance optimization engine on their campaigns.
The Solution
To start, Telefónica worked with Zefr to measure their campaign over an initial four-week period to establish an initial brand suitability and CPM benchmark. Telefónica activated with a low-risk GARM profile and flagged delivery to children’s entertainment content.
After one month, Telefónica activated Zefr’s exclusions for a two week period to test the impact against their CPM and brand suitability baseline. As a result, Zefr drove 22% lower CPMs and a 6.73% improvement in brand suitability compared to the baseline period.
The Results
Zefr helped Telefónica remove 184.9K+ high and medium risk channels and videos from campaign delivery, while improving overall suitability by +6.73%.
![](/imager/general/92744/CPM-Graph_2024-04-24-175559_swch_04628e7e7dcdbd3fe2833e6b86e06fa8.png 1993w 1405h, /imager/general/92744/CPM-Graph_2024-04-24-175559_swch_4b32b63c5c28c858e051e9d1a2a717a1.png 1600w 1128h, /imager/general/92744/CPM-Graph_2024-04-24-175559_swch_b8a7d9426d44becbfab22c3e3256f6d7.png 1200w 846h, /imager/general/92744/CPM-Graph_2024-04-24-175559_swch_c55d2da32a1a12d068f00f3ec0f7f79a.png 800w 564h, /imager/general/92744/CPM-Graph_2024-04-24-175559_swch_5dbced9873927dbc00aa1bed763f6f2b.png 400w 282h)
CPMs
Before and After Activating Zefr
![](/imager/general/Icons/92740/22-LOWER-CPMS-badge_98872c4e5a7259cff5d85aab645d5377.png 551w 96h, /imager/general/Icons/92740/22-LOWER-CPMS-badge_00c4d11fcdf745cf380af0140217cd04.png 355w 62h, /imager/general/Icons/92740/22-LOWER-CPMS-badge_51df85874520609bae0ba80b0683b816.png 160w 28h)
![](/imager/general/94112/graph-2_04628e7e7dcdbd3fe2833e6b86e06fa8.png 1967w 1407h, /imager/general/94112/graph-2_4b32b63c5c28c858e051e9d1a2a717a1.png 1600w 1145h, /imager/general/94112/graph-2_b8a7d9426d44becbfab22c3e3256f6d7.png 1200w 858h, /imager/general/94112/graph-2_c55d2da32a1a12d068f00f3ec0f7f79a.png 800w 572h, /imager/general/94112/graph-2_5dbced9873927dbc00aa1bed763f6f2b.png 400w 286h)
Brand Suitability
Before and After Activating Zefr
![](/imager/general/Icons/92759/6.73-suitability-improvement_98872c4e5a7259cff5d85aab645d5377.png 892w 96h, /imager/general/Icons/92759/6.73-suitability-improvement_00c4d11fcdf745cf380af0140217cd04.png 576w 62h, /imager/general/Icons/92759/6.73-suitability-improvement_51df85874520609bae0ba80b0683b816.png 260w 28h)
Brand Suitability Score (%)
![](/imager/general/94676/Asset-16_2024-05-20-190255_bidt_e3d8b0c520d6982cf6bb89a89234ca36.png 2379w 624h, /imager/general/94676/Asset-16_2024-05-20-190255_bidt_04628e7e7dcdbd3fe2833e6b86e06fa8.png 2379w 624h, /imager/general/94676/Asset-16_2024-05-20-190255_bidt_4b32b63c5c28c858e051e9d1a2a717a1.png 1600w 420h, /imager/general/94676/Asset-16_2024-05-20-190255_bidt_b8a7d9426d44becbfab22c3e3256f6d7.png 1200w 315h, /imager/general/94676/Asset-16_2024-05-20-190255_bidt_c55d2da32a1a12d068f00f3ec0f7f79a.png 800w 210h, /imager/general/94676/Asset-16_2024-05-20-190255_bidt_5dbced9873927dbc00aa1bed763f6f2b.png 400w 105h)