The Objective
- 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.
Case Study
Zefr Drives Lower CPMs
& Improved Brand Suitability
for Movistar Telefónica Hispam
1 min read
Overview
Movistar Telefónica Hispam
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 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.
Removed high and medium risk channels/videos and improved overall suitability
The Results
+6.73%
IMPROVEMENT IN BRAND SUITABILITY ON YOUTUBE
+22%
LOWER CPMs
184.9K+
high + medium risk channels/videos removed 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.
+22% Lower CPMs
Before and After Activating Zefr
+6.73% Suitability Improvement
Before and After Activating Zefr
Brand Suitability Score (%)
