As mobile browsing behavior time rises (eMarketer estimates around 3:08 hours/day per person in 2016), the way we interact with media on-the-go will steadily evolve. At HasOffers by TUNE, we ensure that our customers are always ready for the next generation of mobile technologies. The latest iteration from Google is their Accelerated Mobile Pages (AMP) Project which, in short, allows websites to load pages really fast and is geared toward the mobile content consumer.
The big deal about the Accelerated Mobile Pages Project
The purpose of AMP is 1) to improve the mobile Web and enhance content distribution in the mobile ecosystem and 2) ensure lightning-fast page loads and smaller data sizes. These make the mobile Web better for everyone. With AMP, there’s less incentive for ad blocking by making sure the mobile browsing experience isn’t hindered due to intrusive or improperly formatted ads.
Google plans to reach these goals in a couple of ways. First they’ll narrow the available Web technologies to just a handful of options, similar to Facebook’s rollout of Instant Articles. This means that there aren’t a bunch of background processes (like javascript) that can dramatically increase page load times. Second, Google will be caching sites and serving them from their own servers when end users visit them via Google search.
What AMP will mean for publishers and advertisers
These changes are all about increasing content consumption, which is good news for both publishers and advertisers. Not to mention, emerging markets have huge, untapped numbers of users who have been unreachable due to the need for growing data plans. Initiatives that reduce this barrier to entry open up the floodgates to billions of people like never before. Improving mobile performance is important for connecting both enterprise-level businesses and developing markets alike.
In order to utilize the AMP initiative, you must first create a separate version of your Web page that follows these standards. Heavily simplifying the process, the guidelines are similar to traditional HTML, but are reduced to what Google feels are the most basic and necessary features. AMP also solves the problem of loading tons of 3rd party analytics scripts (which slow page loads) by having a unified, built-in analytics collection API for publishers.
How big will this trend be? Well, multiple big-name publishers have already announced that they are on board including WSJ, The Economist, BBC, the New York Times, and more. This is because Google will be giving preferential ranking treatment to sites that follow the new rulebook—it’s easy to see why so many publishers are quickly adopting the project into their workflow. At TUNE we have already done the heavy lifting to ensure that our platforms are fully AMP compliant. We want to make sure these advances in mobile don’t detract from your ability to be successful.
What does this mean to you as a HasOffers by TUNE customer?
As AMP is continually adopted into the ecosystem, TUNE’s services are ready to fully support the project. An important caveat is that all external links and all pixel iframes will need to be SSL compliant or will get rejected by Google. We’ve verified that showing creatives, tracking offer links, conversion pixels, etc all work with AMP. For more information, see our technical documentation on the subject or please refer to your account manager. We also have Ad Serving and Conversion demonstrations hosted in our technical documentation.
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Author
Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she handled content strategy and marketing communications at several tech startups in the Bay Area. Becky received her bachelor's degree in English from Wake Forest University. After a decade in San Francisco and Seattle, she has returned home to Charleston, SC, where you can find her strolling through Hampton Park with her pup and enjoying the simple things between adventures with friends and family.
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