Googles Accelerated Mobile Pages Drive Higher Engagement

unnamedGoogles Accelerated Mobile Pages (AMP) project is still in its early days, but already the initiative is reporting that over 90 per cent of publishers making use of the technology are seeing higher click-through rates.

The technology, launched last October, aims to simplify the HTML coding of mobile websites in order to dramatically speed up load times, addressing some of the concerns of ad-blocking advocates and generally improving the browsing experience for all users.

The open source project also improves caching of mobile web pages in order to speed up load times, and has worked with publishers including Twitter, Pinterest and the Telegraph Media Group to improve mobile web design and infrastructure.

The AMP team has released stats comparing ad performance on AMP and non-AMP mobile pages across 150 publishers, covering a range of large and small publishers in a variety of different markets. In addition to higher click-through rates, 80 per cent of publishers saw higher viewability rates, and the majority saw improved costs per thousand impressions.

“So far, AMP has performed well against a number of metrics for advertising effectiveness and revenues,” said Noah Szubzki, chief product officer for Daily Mail and Elite Daily. “One encouraging stat is that we have seen an increase in viewability of ads within the AMP environment. As the industry moves more towards this as a measurement tool it is important we focus on optimising for this metric.”

“Weve been able to extend all of our custom ad products to AMP and have enabled it within our premium ad marketplace, Concert,” said Joe Alicata, vice president of revenue products & operations at Vox Media. “We see MAP as a perfect intersection of two core tenets of Vox Media – fast mobile web experiences and ads that perform. We are encouraged by all of the metrics and are looking forward to continuing to grow this important channel.”