Rakuten Viber is partnering with ad-tech company Happydemics to move beyond traditional impression metrics and help brands understand how their advertisements influence consumer perception. Through this collaboration, advertisers gain access to a unified real-time dashboard that quantifies the brand lift of their campaigns on Viber. By measuring metrics such as ad recall and purchase intent, the system identifies which creative elements perform best, allowing brands to optimize their performance across the entire marketing funnel. Today, marketers are under greater pressure than ever to justify every investment. With 84% of CMOs now prioritizing ROI as a key metric for budget allocation, the need for high-quality data on campaign performance is increasing.
Rakuten Viber & Happydemics: What capability is given to brands
Through this partnership, Viber enables brands to measure brand lift with a privacy-first methodology that works across multiple media. Happydemics combines exposure probability with ad recall. By collecting real-time, voluntary feedback from people who remember seeing the ad compared to those who don’t, this approach offers reliable and comparable insights across different channels and formats, without relying on cookies or user tracking. Using artificial intelligence, the system compares results against market benchmarks and provides brands with practical recommendations on how to make their future advertisements more effective. This way, advertisers can optimize their budget usage and make their investments more efficient and measurable.
Statement from Jean–Marc Alomassor
“Our goal is to help brands create campaigns that truly resonate with audiences, and we’re seeing growing interest in insights that go beyond basic metrics,” said Jean-Marc Alomassor, VP, Advertising Solutions at Rakuten Viber. “While reach and impressions form the foundation, this partnership adds the human dimension. It shows brands how they’re actually influencing perceptions and driving decisions, not just how many screens they appeared on.”
What Virginie Chesnais said
Virginie Chesnais, CMO of Happydemics, stated: “For too long, digital advertising performance has been limited to impression metrics. The partnership with Rakuten Viber allows brands to reconnect exposure with real impact, understanding how advertising affects perception, intent, and preference. Through performance comparison across different media and markets and combining human insights with AI-powered optimization, brands can make more informed decisions about creative and investment, at scale.”
These new insights are now available for all of Viber’s advertising solutions, from native and display ads to branded content.
