Dive Brief:
- Google is introducing Accelerated Mobile Pages (AMP) for ad landing pages, according to a blog post.
- AMP ad landing pages are built in AMP-HTML and load faster than the average mobile ad landing page.
- Advertisers and publishers who want to build AMP ad landing pages can now get started in Google's AMP tutorial.
Dive Insight:
About 40% of consumers will leave a page if it takes longer than three seconds to load. The average retail mobile site loads in 6.9 seconds. See a problem here?
Officially launched earlier this year, Google's AMP project aims to solve that problem by cutting mobile page load times to less than a second. AMP for landing pages decreases load time by eliminating redirects to ad servers, pre-connects ads to the landing page, pre-fetches landing pages, and defaults to Google cache URLs when possible. Taken together, these improvements are intended to dramatically increase the mobile experience for users clicking on ads and going through to the resulting landing page.
“The AMP project was launched with the goal of making the entire mobile web experience faster and better for everybody," Vamsee Jasti, product manager, AMP Project, wrote in the post. "AMP Ad Landing pages is a key initiative to improving the user’s experience of ads on mobile and ensuring that we build a sustainable model for monetization.”
The AMP project initially rolled out as a way for publishers to deliver mobile pages without having to resort to Facebook or Apple’s walled garden approach, but has been expanding to more marketing-oriented goals, such as becoming part of organic mobile search and e-commerce through a partnership with eBay.
