Rakuten Viber has teamed up with ad-tech leader Happydemics to move beyond traditional view metrics and to help brands understand how their ads impact consumer perceptions. With the partnership, advertisers gain access to a unified, real-time dashboard that quantifies the brand lift of their campaigns on Viber. By measuring metrics like ad recall and purchase intent, the system identifies which creative elements work best, allowing brands to optimize their performance across the marketing funnel.
Today’s marketers are under more pressure than ever to justify every dollar spent. With 84% of CMOs now prioritizing ROI as their primary metric for budget allocation, there is a demand for high-quality data around campaign performance.
Through this partnership, Viber enables brands to measure brand lift with a privacy-first, cross-media methodology. Happydemics combines probability of exposure with ad recall. By collecting real-time, voluntary feedback from people who remember seeing the ad versus those who don’t, the approach delivers reliable and comparable insights across channels and formats, without relying on cookies or user tracking.
By using AI, the system compares these results against industry standards and gives brands actionable recommendations on how to make their future ads more effective. This empowers advertisers to optimize their marketing spend, making their investments more accountable.
“We aim to help brands build campaigns that truly resonate with people, and we see a growing appetite for insights that go beyond standard metrics,” said Jean-Marc Alomassor, VP, Advertising Solutions at Rakuten Viber. “While reach and impressions are the foundation, this partnership adds the human layer. It shows brands how they are actually changing perceptions and driving decisions, not just how many screens they landed on.”
Virginie Chesnais, CMO at Happydemics says: “For too long, digital advertising performance has been reduced to visibility metrics. This partnership with Rakuten Viber enables brands to reconnect exposure with real impact, understanding how advertising shifts perception, intent, and preference. By benchmarking performance across media and regions, and combining human insights with AI-powered optimization, brands can confidently optimize creative and investment decisions, at scale.”
These new insights are now available for all Viber advertising solutions, from native and display ads to branded content.
