Mobile advertising has a problem. It’s too slow and reliant on desktop ad formats. The solution? AMP (Accelerated Mobile Pages) ads.
During Tuesday’s DoubleClick Leadership Summit, Google announced the launch of AMP for Ads, an open-source project designed to improve mobile web experiences and encourage advertisers to build ads that speed up loading times on people’s mobile devices.
AMP for Ads is basically the advertising peer to Google AMP--the Accelerated Mobile Pages Project, which is the search giant’s project, aimed at improving publishers’ content on mobile devices.
Corresponding to that project, the tech giant isn’t developing any AMP-friendly ads for publishers to sell. Instead, it rolling out a set of guidelines and code that ad companies and brands can implement to build faster ads.
And similar to the original initiative, the ads project is devised to be open sourced, which means that other agencies from across the advertising sector can help collaborate and improve the new standards.
As there’s an increasing number of people consuming media on mobile phones, the publishing world has had to deal with the devices’ limitations. For instance, the web pages developed for desktop computers often encounter slow loading on mobile devices, especially as more users come across content through search or social media links.
Similarly, social media network, Facebook too recently rolled out Instant Article feature that enables articles to be published directly into a user’s feed, without requiring them to click away from the social network.
The search giant's research have shown that till date the AMP Web pages load four times faster and use 10 times fewer data than non-AMP pages.
However, the ads are still not on par with some of these advancements. According to the Media Rating Council, on an average, mobile ads double the time to fully load on mobile devices when compared to desktop computers. This means it is highly likely that people do end up not seeing many ads. As per the Mountain View company’s research, mobile ads take almost 19 seconds to fully render, on average.
And also the slow pace is partly because of the device limitations and bandwidth. But most times, mobile ads are loaded with bold visuals or multiple tracking mechanisms that slow things down.
As mobile has grown exponentially, the ad experience has become less than ideal, according to Dan Taylor, Google’s managing director of global display. He said that the company’s main focus with the Ads project would be 100 percent user experience.
The company’s research found that when web publishers can load mobile ads within five seconds they could also earn up to twice as much revenue than when sites deliver ads within the 19-second average range.
However, there may be compromises. For one, the ads project hasn’t been built for video yet. Taylor stated that this is still an early stage and the company is yet to figure out how the AMP for Ads standards might influence advertisers’ use of different third party tracking devices and services, such as the vendors multiple brands employ to track things like ad viewability and suspect traffic.