The Results

Duolingo had tested different ad formats, image sizes, designs, and messaging with the goal of increasing click through rate (CTR) without hurting user retention. Through these tests, they found that using large images, calling attention to the visuals of the native ad, and fully ads to match Duolingo’s distinctive visual brand delivered the most striking results. For example, Duolingo saw a 1% improvement in ad CTRs and an RPM increase with a single change by switching from small images to larger ones and emphasizing the call-to-action buttons within the ad unit.

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Posted by Dmitry Mazilo, AdMob Business Development Lead

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