HelloTalk Case Study - Facebook

The HelloTalk app is a language learning and culture exchange community that connects native speakers of a variety of languages around the world. HelloTalkincreasedthelong-termvalueoftheirappwithFacebookAudienceNetworkTheHelloTalkappisalanguagelearningandcultureexchangecommunitythatconnectsnativespeakersofavarietyoflanguagesaroundtheworld.UserscanconversewitheachotherinEnglish,Japanese,Korean,MandarinChinese,German,Italian,Arabicandmanymore.Withoveramillionusers,ithelpspeoplepractice,learn,andimprovetheirlanguageskills.ChallengeHelloTalkisfreetooveramillionusers,sotheyneededamonetizationsolution.Becausethey’reaneducationapp,itwasimportanttonotdisrupttheuserexperience,sotheyintegratednativeads.Theyalsoexperimentedwithdifferentflowtypes,meaningwheretheadsappearedintheirapp.Theyplacednativeadswithinthesamefeedastheusers’publicpostsandalsoatthetopoftheirlistofconversationswithotherusers.SuccessTipTestdifferentadplacementstoseewhichdeliversthehighestoverallperformance.ResultsHelloTalkwantedtomakesuretheadstheyshowedwererelevantandmeaningfultotheirusers,becausetheyknewthatthisimpactstheirCPMsandtotalrevenueduetheAdvertiserOutcomeScore(AOS).Aftertesting,theyfoundthattheirAOSwasconsistentlyhighestwhenanadwasplacedatthetopofauser’schatlist.Thisiswherealloftheuser’slanguageexchangeconversationsare,sotheyspendalotoftimethere.However,theyalsotestednativeadswithinusers’publicfeeds.TheydiscoveredthatwhiletheseadshadalowerAOS,theygeneratedmorerevenuebecauseengagementinthispartoftheappwasmuchhigher.HelloTalksaysthatFacebookAudienceNetworkhasdefinitelyincreasedthelong-termvalueoftheirapp.AudienceNetworkisthemosteffectivewaywe’vefoundtomonetizefreeusers.-MichaelSarlitt,HeadofGrowthPreviousNextSeeallsuccessstoriesFollowusMetaAudienceNetworkempowersappdevelopersandpublisherstodeliveragreatuserexperiencewhilstgrowingasustainablebusiness.WithFacebookdemandfrommillionsofdiverseglobaladvertisers,publisherscanexpandtheirapp'sreach,keepusersengagedandmonetiseglobally.MonetiseOverviewGamingBiddingOptimisationMonetisationManagerAllAdFormatsRewardedVideoAdsInterstitialAdsNativeAdsBannerAdsBiddingGetstartedwithBiddingLearnIntegrateOptimiseyourStrategySetupBiddingMediationResourcesAllResourcesSuccessStoriesBlogReportsGameGrowthVideosWebinarsGlossaryOnlineLearningDeveloperDocsHelpCentreGettingstartedPartnerProgrammeFollowus©2022MetaPrivacyPolicyAudienceNetworkPolicyTermsCookies