Google recently announced that it's ramping up its advertising platform through the open-source project, Accelerated Mobile Pages, on mobile devices.
Previously launched back in February, Accelerated Mobile Pages, or simply AMP, was initially conceptualized for publishers to utilize a new form of HTML coding that aims to make a web page load faster on mobile pages. This technology is imperative, as the company observes that users tend to stay loyal to a website only if web pages can load as fast as their patience can muster — roughly 58 percent of most users tend to leave a page that takes more than 10 seconds to load.
The AMP initiative uses the highly efficient AMP HTML source code, which features common core functions that boost loading times. Furthermore, the open-sourced project compresses data as it is sent to a mobile device's screen to not only speed up its waiting times — statistics show that AMP-based pages take only an estimated 25 percent of the usual time that other non-AMP sites require — but also save on mobile data, and that's an added plus.
"Early analysis shows that mobile web pages that use AMP HTML load four times faster and use 10 times less data on average than non-AMP mobile web pages," writes a blog post from Google vice president of display, video and analytics, Paul Muret.
Through Google's focus on providing better and efficient ways for all content publishers across the web to reach its target audience, ads that generally contribute to a site's overall loading time will now be a part of the AMP initiative as well — basically, an advertiser-driven AMP campaign. The proposed project will bring in two new features to the advertising platform to help advertisements keep up with a web page that's built using AMP HTML: AMP for Ads and AMP Landing Pages.
AMP for Ads will introduce advertisers to the AMP source code ecosystem to help them build ads that are "fully optimized for mobile experiences" wherein both a published content and advertisement will "load simultaneously at AMP-speed."
AMP Landing Pages, on the other hand, will provide the means to create, as the name suggests, an AMP-based landing page that users will be redirected to once they click the correlated ad. The goal is to help users transition smoothly from web content to ad pages without ever leaving the AMP experience.
"Together with our advertiser and publisher partners, we've made huge strides in improving the digital ads experience for users," notes Muret, adding that while ads may have greatly improved from a time when these were simple blocks of texts, "there is still work to do."
