# Zefr Drives Lower CPMs & Improved Brand Suitability

for Movistar Telefónica Hispam

## Overview

### Movistar Telefónica Hispam

### 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.

### ZEFR'S SOLUTION

### 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 (%)