# Zefr Enabled the Most Accurate Brand Suitability & Effective Brand Lift

In a Head-to-Head Test with other Approaches

A Major Telecom Brand + Zefr

## Brand Brief

### The Objective

- A major telecom brand wanted to drive more effective ad recall with its audience targeting on YouTube by activating against impactful content adjacencies that matched its Brand Suitability standards.
- For the brand, this meant filtering its pre-flight inclusion lists for Low Risk adjacencies according to the framework for Brand Safety & Suitability, while also excluding Children’s Entertainment, Mature Music, and Gaming content.

### ZEFR'S SOLUTION

### Filters

- Low Risk Adjacencies
- Excluded Children's Entertainment
- Excluded Mature Music
- Excluded Gaming

## Head-to-Head Test

The brand ran three similar campaigns, each using a different technical approach for Brand Suitability:

**Zefr:** Powered by Zefr’s patented AI, Zefr’s tools use cognition-trained machine learning and frame-by-frame computer vision to accurately control Brand Suitability & content exclusions

**Traditional Third Party Provider:** The traditional Third Party Suitability Provider’s tools rely on signals surrounding videos to classify their Suitability — rather than videos themselves — with a focus on the text analysis of keywords, metadata, and audio transcripts

**Platform-Provided Suitability:** The platform-provided tools rely on black box, one-size-fits-all settings for brand suitability

### Key Metrics

## The Results

42%

### More effective lift in ad recall than the Traditional Third Party Provider

78%

### More effective lift in ad recall than Platform-Provided Suitability

5%

### Of delivery using the Traditional Third Party Provider ran against Unsuitable content

40%

### Of delivery using Platform-Provided Suitability tools ran against Unsuitable content

## Brand Lift Results

With Zefr Suitability, the brand was able to drive significantly more effective lift in ad recall than it was using the other two approaches — all with the same targeting and budget.

## Brand Suitability Results

Upon analysing the placements in each of the three campaigns, the brand determined that 5% of impressions delivered using the Traditional Third Party Provider ran against Unsuitable content.

In addition, the brand found that over 40% of impressions delivered using the Platform-Provided Suitability Tools ran against unsuitable content.

Only with Zefr was the brand able to customize and activate against inclusion lists that **accurately mapped to their content adjacency standards** — allowing them to invest their full ad spend into suitable reach.

## Navigate Chaos. Capture Growth.

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