When SmartyAds first partnered with Rakuten Viber, the focus was clear: open the door to premium, brand-safe media environments across multiple channels and regions. Since then, that door hasn’t just stayed open - it’s widened; the collaboration has evolved, and with it, the opportunities for advertisers.
Today, that partnership extends into Rakuten Viber inventory available through SmartyAds DSP, giving advertisers not just scale, but a clearer way to turn reach into performance. It’s the difference between knowing where your audience is and being able to engage them in a moment that actually makes sense.
Rakuten Viber and its unique perks for advertisers
Rakuten Viber is often described as a messaging app, but in practice it functions more like a daily communication hub. People don’t open it out of boredom, they open it to talk to family, coordinate plans, answer calls, and manage everyday interactions.
With over 1 billion downloads, availability in 190+ countries, and support for 44 languages, Viber offers undeniable scale. But what makes it particularly valuable from an advertising perspective is how users interact with the platform.
Viber’s audience is largely mobile-first and economically active, with a strong concentration in the 25–50 age range. These are users who are not only comfortable with digital experiences but also actively making purchasing decisions in their everyday lives.
In practical terms, advertising on Viber doesn’t compete with endless content feeds or short-lived attention spans. Ads appear in an environment where users are already focused, engaged, and present - which naturally increases the likelihood of them being noticed and remembered.
Advertising that fits the environment
One of the reasons traditional mobile ads struggle is simple: they often feel out of place. Users recognize them as interruptions, and their reaction is to scroll past or ignore them.
Rakuten Viber ad formats are built differently. They are naturally integrated into the experience of application, aligning with how users navigate and interact with it. They don’t force attention, instead, these ad placements leverage the utmost of existing user behavior, providing meaningful yet impactful experience and excellent performance results. 
Through SmartyAds DSP, advertisers can activate a mix of native, display, and in-banner video formats, each designed to maintain visibility without disrupting the flow of communication.
This approach helps explain why Viber placements consistently show strong engagement metrics. Higher viewability and CTRs aren’t the result of aggressive tactics - they come from relevance, placement logic, and timing.
Reaching the right people, not just more people
Scale alone doesn’t guarantee results. What matters is how precisely that scale can be activated.
Through SmartyAds DSP, Rakuten Viber campaigns can be adjusted using a wide range of targeting options, from geography and language to device type, OS. Advertisers can also control when ads appear and how often users see them, using tools like dayparting and frequency capping.
This level of control allows campaigns to feel intentional rather than excessive. Instead of repeating the same message until users tune it out, advertisers can manage exposure thoughtfully, protecting both performance and brand perception.
For many brands, this means fewer wasted impressions and more meaningful interactions with audiences that actually align with their goals.
Global reach with local relevance
Rakuten Viber’s global footprint spans Europe, APAC, North America, and MENA, with particularly strong positions in a number of local markets. This makes it suitable for both international campaigns and region-specific strategies.
Advertisers can launch broad, multi-country initiatives or focus on individual markets where Viber plays a central role in daily communication. Either way, everything is managed through a single DSP environment, reducing operational complexity while maintaining flexibility. It’s a setup that supports growth without forcing advertisers to sacrifice control.
The bottom line
This expanded collaboration between SmartyAds and Rakuten Advertising is not about adding another media channel to the mix. It’s about making mobile advertising more practical and more human. By combining Rakuten Viber’s engaged audience with SmartyAds DSP’s buying and targeting capabilities, advertisers gain access to an environment where messages are seen, understood, and acted on.
Download our white paper to find out how communication-driven environments like Rakuten Viber can deliver both attention and results to your campaigns.
Ready to explore Rakuten Viber via SmartyAds DSP?
