Case Study
Zefr Drives Media Quality ROI
for LATAM Telecom Brand
With Lower CPMs, Greater Reach, & Higher Brand Suitability
1 min read
The Challenge
In 2025, Zefr partnered with the multinational telco brand Telefónica to support a first-time YouTube campaign for a new mobile brand, Tuenti, with the goal of testing Zefr Max Exclusions and Bid Optimizer compared to a non-Zefr campaign with the same targeting parameters.
YouTube 2025 Campaign
The Solution
Zefr AI-Powered Contextual Exclusions + Bid Optimizer
Stronger Campaign Success Across All KPIs
The Results
+15%
More efficient CPMs
+13%
Media quality ROI
+10%
Higher Impressions
+9.58%
Higher view-through rate (VTR)
+8%
Higher brand suitability
"We wanted to take our social campaigns to the next level, leaving the traditional behind.
With Zefr, we were able to combine brand safety and media quality, which translated into better results, greater efficiency and a more robust advertising experience."
Mauricio Rojas, Head of Digital Brand and Media, Tuenti Equador
Zefr enabled Tuenti to enhance overall reach and suitability alignment
While reducing CPM costs, allowing the brand to reinvest savings into higher-quality media placements, ultimately driving stronger return on investment.
