Movistar Argentina

The goal

Movistar Argentina, part of the Telefónica Group, a provider of mobile and digital services across the country. In a highly competitive market for mobile phone sales, the brand set out to increase conversions through its online store. To lead this initiative, Movistar partnered with media agency, Havas Argentina, to run digital campaigns focused on driving sales while improving marketing efficiency and return on ad spend (ROAS).

The solution

To meet its growth objectives, Movistar Argentina, in partnership with Aleph, adopted Microsoft Advertising’s Performance Max (PMax) campaigns.

This AI-powered solution enabled the team to automate bidding and targeting across Microsoft’s full suite of advertising channels. By providing campaign goals, creative assets (such as images, headlines, and descriptions), and audience signals, Movistar leveraged Microsoft Advertising’s AI to dynamically assemble and optimize ads in real time. The unified approach helped the brand maximize reach, engage high-intent audiences, and streamline campaign management.