Dive Brief:
- In a DoubleClick Advertiser blog post, Google announced it is expanding the Accelerated Mobile Pages (AMP) product to include ads and landing pages.
- Pages built in AMP HTML are designed to load significantly faster, improving the user experience.
- Google also announced that marketers will be able to buy native ad formats programmatically in the DoubleClick Bid Manager.
Dive Insight:
“Our research shows that the average mobile site takes 19 seconds to load. Think about that for a minute. That’s a long time!" Paul Muret, VP of Display, Video and Analytics at Google, wrote in the post. "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.”
According to Google, AMP pages load 85% faster than standard mobile pages, and that should have an impact on SEO.
"SEO marketers really need to act fast and seize the first-mover opportunity ahead of their competition," Aleh Barysevich, CMO and co-founder of SEO PowerSuite, told Marketing Dive. "We expect Google to unveil more algorithm updates in the future to reward sites that maximize their mobile user experience."
By adding mobile ads and landing pages connected to ads to the project, Google is improving the overall mobile web experience.
“We've come a long way from ads that just blink text in blocky boxes - and yet we know there is still work to do," Muret wrote. "Today’s announcements represent our continued commitment to help our clients and partners deliver better and faster ad experiences for users.”
