Viber post-call ads: the format, the buy, and when it works
A Viber post-call ad is an image or short video with text and a call-to-action button, shown on screen as soon as a Viber call ends. It is bought per thousand impressions through Rakuten Advertising and authorized partners, with targeting by country, age, gender and interests. It works best for awareness, launches and time-limited offers in markets where Viber is widely used, and less well for products that need explanation.
Most mobile ads compete with a scroll. The Viber post-call ad doesn’t. The call ends, the phone is in the user’s hand, and for a moment the ad is the only thing on the screen.
That is the format’s whole value, and also its limit.
What it looks like
The ad appears when a Viber call ends, and according to partners that sell it, also when a call goes unanswered. It typically combines:
- A large image or short video.
- A short line of text.
- A button to a website, store or phone number.
Viber labels these as Ad or Sponsored, and users can switch off ad personalization in the app settings.
What it is good at
Awareness. Near-guaranteed viewability at scale in markets where Viber is a daily habit.
Launches and time-limited offers. One message, one date: opening Saturday, 30% off this weekend, registration closes Friday.
Reinforcing other campaigns. Running alongside search and social, it repeats the same message in another place people actually look.
What it is bad at
Anything that needs explaining. Complex B2B services, software, medical procedures. Two seconds is not enough to say why you are better.
Direct-response math. Many people see it, relatively few click. Judged purely on cost per sale, it looks expensive.
Weak visuals. The image does all the work. A logo on white with a paragraph of text will not.
How it is bought
Viber’s ad inventory is sold through Rakuten Advertising and authorized partners, typically on a cost-per-thousand-impressions basis, with targeting by country, age, gender and interests. Narrower geographic targeting depends on what the seller offers.
Before committing, ask for three numbers: realistic reach in your target audience, the CPM for that targeting, and how clicks and post-click behavior will be reported.
Where it fits
For a US brand, the post-call ad matters mostly as part of a regional plan, not a domestic one. Viber’s strongest markets include Serbia and much of the Balkans and Eastern Europe, so the format belongs in a market entry plan for those countries. We covered the bigger picture in entering the Balkans: your customers are on Viber.
Making the creative work
- One message, not three benefits.
- Brand visible immediately, so the impression counts even without a click.
- Little text, large. It is read one-handed, in motion.
- A specific button. “See the offer”, “Book a table”, “Call now”.
- A mobile landing page that keeps the ad’s promise. See your ads are sending people to the wrong page.
For the messaging side of Viber, including order notifications and opt-in promotions, read Viber Business Messages.
Common questions
In which countries do post-call ads make sense?
Where Viber is a primary messaging app. In Serbia and parts of the Balkans and Eastern Europe it is part of daily life; in the US it is a niche app. Check reach for your target country with the seller before planning a budget.
Can users skip the ad?
Yes, with one tap. But the screen appears while the phone is still in hand and attention is on it, so the ad is almost always seen for a moment. The creative has to work in that moment.
How should we measure a post-call campaign?
By reach and frequency first, then clicks and on-site behavior. If the goal is awareness, also watch branded search volume and direct traffic in the campaign period. Judging it only on cost per sale will make it look expensive.
