Google lifts the lid further on its AMP ads roadmap
Google has lifted the lid further on its plans to help publishers monetise through its Accelerated Mobile Pages (AMP) programme, outlining four principles: speed; security; beauty and ‘togetherness’, as well as offering a snapshot on how ads on such pages perform. This is in addition to revealing its product roadmap for the AMP roadmap.
The study analysed 150 sites and found the below:
Compared to non-AMP pages, ads on AMP have led to:
- Over 80 per cent of the publishers realising higher viewability rates
- Over 90 per cent of the publishers driving greater engagement with higher CTRs
- The majority of the publishers seeing higher eCPMs (Impact and proportion of lift varies by region and how optimised the non-AMP sites are)
The post, from Craig DiNatali, Google’s global director of partnerships, and Nitin Kashyap, a product manager at Google, further contains testimonies from executives at The Daily Mail, and some others.
Vox Media’s vice president of revenue and product Joe Alicata, had the below to say: “It is still very early days, but AMP has performed well to date from both direct and indirect monetization sources. We’ve been able to extend all of our custom ad products to AMP and have enabled it within our premium ad marketplace, Concert.
Meanwhile, Conor Beck, director at TownHall Media, added: “We’ve seen a 90 per cent decrease in page latency, 96 per cent decrease in unfilled impressions, 65 per cent increase in ad engagement and 32 per cent increase in eCPM. Perceived load time improved from approximately 17 seconds to two-to-three seconds.”
In addition, the product also revealed further details of the AMP roadmap.
On the advertising side, these include:
- Two new formats that are as beautiful as they are engaging.
- Ad formats that are more ‘sticky’ and score greater viewability
- Flying Carpet Ad — a large canvas for immersive ads – dubbed ‘Flying Carpet Ads
- Ads that load as fast as the content on AMP, which are imaginatively termed as AMP Ads for AMP Pages
Sources consulted by The Drum during earlier enquiries about Google AMP had given mixed responses over the initiative, with some noting that the AMP experience is light on advertising, with there being a noticeable lack of ads around many articles.