Case Study: Movistar Colombia achieves 54% ROI uplift and improved media quality with Integral Ad Science

Saving time and putting more money towards working media

Movistar Colombia, a leading telecommunications provider, needed to boost media efficiency and protect its brand across programmatic campaigns—targeting Viewability ≥75%, Invalid Traffic <1%, and Brand Safety ≥95%—and wanted real-time, actionable insights to dynamically optimize performance. To meet these goals they partnered with Integral Ad Science, deploying IAS Quality Impressions and IAS’s Media Quality Solution (Viewability, Invalid Traffic and Brand Safety measurement).

Integral Ad Science implemented its measurement and optimization tools across three campaigns (tracking ~12.0 million ads), providing daily placement reports and optimization guidance. Movistar achieved a Quality Impression Rate of 82.2%, Viewability 83% (vs 75% KPI), Invalid Traffic 0.16% (vs <1% KPI), and Brand Safety 99% (vs 95% KPI); IAS estimated a 54.37% positive difference in ROI with $876.5K incremental revenue, $35K savings and a 2.01x ROAS. Integral Ad Science’s solution therefore reduced waste, improved media quality, and increased return on ad spend.

Movistar