“Not only is this frustrating for users but it’s also a huge missed opportunity for publishers – we estimate mobile sites that load within 5 seconds can earn up to 2x more revenue than those at the 19 second average”.
Advertisement
Google initially build AMP pages to support legacy web ads, but they had to accommodate the technical challenges surrounding those ads – without compromising content. When an AMP page loads now, ads are loaded after the content, and they are contained to specific spaces.
That kind of delay is unacceptable, because by the time the ad loads the reader may have already scrolled down the page and missed it. Realizing that slow loading ads on AMP pages could be hurting CTRs, Google is introducing AMP for ads. Now it’s bringing something similar to online ads.
Numerous tech outlets have pounced on what is seen to be highly positive news for the ad economy, released via the company’s dedicated blog for AMP (Accelerated Mobile Pages).
The new A4A ads restricts the use of Javascript, which is commonly used to track users’ behaviour and automate which ads should be placed where. The project is open source, and Google is inviting developers to participate on GitHub, and will be vendor neutral so all ad networks can use it.
“Being new and special goal technology, [it] can pinpoint when animations are needed and thus further reduce CPU [central processing unit] usage and battery consumption”.
Instead, Amp provides its own activity measurement tools, which are said to be much more efficient. Similarly, if AMP is unable to stabilize the frame rate it will turn off animations.
“This year, our focus is on how we can work together to create better, faster ad experiences across every screen, starting with mobile”.
“It has to be a good experience for consumers, but it also has to be a good experience for publishers, linking in with their current advertising systems and giving them the data they need about their viewers”, said Ian Fogg, from the consultancy IHS Technology. 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.
To help marketers adopt this user-friendly format, DoubleClick’s new Bid Manager service allows advertisers to buy native ads programmatically – and will automatically scale content to fit the context and format of the site or app in which it appears.
Advertisement
But Mr Fogg added the move could address an even greater threat to the search giant’s business.
