New Ad formats for the Google AMP program
Available since a few months now, the Accelerated Mobile Pages (or AMP) program has been created by Google to make a faster news reading experience, particularly on mobile. AMP is an open framework for creating articles, and at the time, Google promised publishers would be able to run ads on their AMP articles.
According to Google, the average mobile site takes 19 seconds to load, and the company estimate mobile sites that load within 5 seconds can earn up to 2x more revenue than those at the 19 second average. But just speeding up the content is not enough, and now, slow-loading ads are also a problem. That’s why Google unveils two new ad experiences : AMP for Ads and AMP Landing Pages.
AMP for Ads allows advertisers to build beautifully-designed ads in AMP HTML so that the entire AMP experience, both the publisher’s content and the advertiser’s creative, load simultaneously at AMP-speed. AMP Landing Pages are fast, custom pages, built by advertisers so that when someone clicks on their AMP ad, they continue to have an AMP experience. AMP Landing Pages are also built with AMP HTML so that advertisers or their agencies use the same process to create these pages as they do with AMP content pages.
Google has come a long way from ads that just blink text in blocky boxes, and the company promises that new digital ads can be lightning fast, engaging and as beautiful as the site and app where they appear. A new feature that is on full display at the DoubleClick Leadership Summit, the annual gathering of large advertiser, agency and publisher clients.