# 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

### Non-Zefr, Traditional Campaign Set-Up

ZEFR'S 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.

## Navigate Chaos. Capture Growth.