Insider Spotlight
Why it matters
Marketers are facing mounting pressure to prove returns on every campaign. Traditional metrics like impressions and reach show scale, but they often fail to capture whether ads truly resonate. That gap is becoming harder to ignore as companies tighten budgets and demand measurable outcomes.
What’s new
The partnership introduces a unified, real-time dashboard that measures “brand lift” on Viber. This includes key indicators such as ad recall and purchase intent, helping advertisers understand which creative elements drive results across the marketing funnel.
In a company statement, Viber said the system combines exposure probability with direct user feedback, asking people whether they remember seeing an ad or not. This creates a more grounded view of performance by comparing perception between exposed and non-exposed audiences.
How it works
Happydemics’ methodology relies on voluntary, real-time responses instead of cookies or tracking tools. The result is a privacy-first measurement model that works across formats and channels while remaining compliant with evolving data regulations.
Artificial intelligence then benchmarks campaign results against industry standards, offering actionable recommendations to improve future creatives and media strategies.
What they’re saying
“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."
The bottom line
As advertisers push for accountability, measuring human response—not just visibility—may become the new standard. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma
