Key Metrics
+6.73%
IMPROVEMENT IN BRAND SUITABILITY ON YOUTUBE
+22%
LOWER CPMs
The Challenge
Multinational telco brand Movistar Mexico wanted to measure brand suitability across their YouTube investment and also test the impact of Zefr SuitableMax on their campaigns.
The Solution
To start, Telefónica worked with Zefr to implement Brand Safety Reporting (BSRP) measurement across its GoogleAds Campaign ID (CID) over an initial four-week period to establish a 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 SuitableMax for exclusions in GoogleAds for a two week period to test the impact against their CPM and brand suitability baseline. As a result, Zefr SuitableMax 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.
“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.
CPMs
Before and After Adding Zefr SuitableMax
Brand Suitability
Before and After Adding Zefr SuitableMax
Brand Suitability Score (%)
