The Objective
- Ensuring Brand Safety & Suitability
- For a global pharmaceutical brand, Meta is a key marketing channel, but brand safety and misinformation proved an inherent risk considering the sensitivity of the industry.
Case Study
Major Pharmaceutical Brand
Leveraged Zefr Suitability Data on Meta
To Optimize Audience Strategy
1 min read
CMI Media Group
The Solution
- Zefr Atrium Brand Safety & Suitability Measurement for Meta
- The pharmaceutical brand worked with their team at CMI Media Group and brand safety partners at Zefr to leverage Zefr’s exclusive Meta brand suitability product. The product allowed them to evaluate their campaign brand suitability at the content level to understand if they could reach their audience without aligning with problematic or polarizing topics.
- To ensure proper analysis, CMI Media Group worked with the brand to create a suitability profile to make sure that all delivery fit their unique content standards. CMI Media Group then guided optimization decisions based on the data to improve audience targeting and suitability.
A Facebook Feed awareness campaign
The Results
+6.7%
Overall improvement in Brand Suitability in the campaign by the end vs. the beginning
Removed
Publishers with Misinformation & Social Issues from campaign delivery
"We value the partnership with Zefr that allowed CMI Media Group to implement the first-ever 3rd party brand safety measurement on Meta for a pharma campaign, resulting in actionable insights that drove campaign goals."
Walter Schmidli, Vice President, Paid Social, CMI Media Group
Suitability Rate Optimized Over Time
• Brand suitability rate 7% higher by the end of the campaign vs. the beginning
• Polarizing publishers with Misinformation and Social Issues were identified and removed from campaign delivery
• Over the course of the campaign flight, Zefr’s Brand Safety & Suitability Measurement for Meta verified content adjacencies according to the framework, identifying and flagging delivery to polarizing news and politics inventory. This data supported CMI Media Group’s optimizations to the campaign targeting settings. These optimizations resulted in an increase in the overall suitability of the campaign, ensuring the pharmaceutical brand reached their target audiences in brand safe environments.
• Polarizing publishers with Misinformation and Social Issues were identified and removed from campaign delivery
• Over the course of the campaign flight, Zefr’s Brand Safety & Suitability Measurement for Meta verified content adjacencies according to the framework, identifying and flagging delivery to polarizing news and politics inventory. This data supported CMI Media Group’s optimizations to the campaign targeting settings. These optimizations resulted in an increase in the overall suitability of the campaign, ensuring the pharmaceutical brand reached their target audiences in brand safe environments.
