Dive Brief:
- Google AMP mobile webpages deliver 15% higher completion rates, a 200% increase in click-through rate and a 18% lift in ad appearance, according to a Teads website post.
- Teads was an early adopter of the Accelerated Mobile Pages project, an open source mobile web project.
- “AMP HTML delivers our most optimal mobile browsing experience,” said Amir Malik, programmatic director for Trinity Mirror. “Being able to marry this with native video advertising allows us to not only make revenue from the fastest-growing area of digital but to do so while respecting our users.”
Dive Insight:
Teads’ results aren’t unexpected given that Google announced in August that it would give AMP pages with breaking news and real time alerts prominence in mobile search results. A key part of the improved metrics is the user experience, with AMP pages loading as much as 85% faster than standard mobile webpages. AMP attributes, including load time and page speed, also factor into organic search results.
One benefit for marketers with Google’s AMP project is it’s open source foundation that offers publishers and their advertising partners a measure of control over the mobile presence.
In the post, Teads listed its publisher partners on board with the AMP project including Trinity Mirror, L’Express, Ouest-France, Público, Rodale, and Mashable, all companies with big plans to continue leveraging the power of video in their marketing efforts.
