BUSINESS | Viber partners Happydemics to measure ad impact beyond impressions
The move comes as marketers face increasing pressure to justify spending, with 84% of chief marketing officers prioritizing return on investment (ROI) when allocating budgets.
Rakuten Viber has partnered with ad-tech firm Happydemics to provide advertisers with tools that measure how digital ads influence consumer perception, the companies announced.
The collaboration introduces a real-time dashboard that tracks “brand lift” metrics such as ad recall and purchase intent across campaigns on Viber. The system aims to help brands assess which creative elements perform best and optimize campaigns across the marketing funnel.
The move comes as marketers face increasing pressure to justify spending, with 84% of chief marketing officers prioritizing return on investment (ROI) when allocating budgets.
Under the partnership, Viber integrates a privacy-focused measurement approach that does not rely on cookies or user tracking. Happydemics’ methodology compares responses from users who recall seeing an ad with those who do not, using voluntary, real-time feedback to generate insights across different media formats.
The platform also uses artificial intelligence to benchmark campaign performance against industry standards and provide recommendations for improving ad effectiveness.
Jean-Marc Alomassor, vice president for advertising solutions at Rakuten Viber, said the partnership is designed to move beyond traditional metrics such as reach and impressions.
“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,” Alomassor said. “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, chief marketing officer at Happydemics, said the initiative addresses limitations in current digital advertising metrics.
“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,” Chesnais said.
The measurement tools are now available across Viber’s advertising formats, including native ads, display ads, and branded content.
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