• A recent blog post on Google’s blog announced that as long as a website uses Google Ad Manager, it can access the ‘stories’ format that is meant for AMP (accelerated mobile pages). These story ads are typically full screen, and they appear on mobile phones as a stories format, that is, they are strung together into a single post of videos and images.
• Advertisers will also be able to buy the ad format in Google Ads Manager. The search giant was formed when the company chose to combine DoubleClick Ad Exchange and DoubleClick for Publishers. The format has over 100 vendor integrations.
• The AMP Story Ads will have a CTA button so that the user can tap it and engage with the ad. Google will label the ads to make it possible for the viewer to identify a promotional message from the content on the website they visit.
AMP Story Ads by Google were first tested in July, last year. The idea was to provide brands with a format that resembles the stories ads found on Instagram, Snapchat, and Facebook to use on their websites. Brands can expand on one display ad so that the user can get more information and pursue an action in return. Google used an example website to demonstrate the fact in the blog post.
The company has been adding functionality to the format to make it suitable for the mobile web. If the format is not compatible with different apps, then it interferes with user experience as well. The user needs to be able to interact through swipes and screen taps. As mobile phones become the primary way people get on the internet, the company’s business strategy must make sure that the sites that show up in the results can display fast so that the consumer is engaged.
Google has sold the AMP format using many case studies. According to TransUnion, a credit card company, they saw an increase of 3% in conversions and a decrease in bounce rate of 26% using the ad format. The time spent on their website also increased significantly. Another car company based in Australia, Greenslips, saw a 15% increase in the conversion rates for their mobile site. Their download speeds went up 12%.
Towards the end of last year, Google announced that there were plans to change AMP format’s governance model to one that needs consensus to operate. The new model relies on committees to make technology-related decisions. The company said that the move would respond to suspicions that they only wanted control over the mobile web and were getting it by forcing the format on content providers. Google almost has a monopoly on search all over the world making it the primary gateway for news and information. There are some non-Google parties on the new committee including Cloudflare, the Washington Post, AliExpress, Cloudflare and eBay.
Earlier this year, the company started a project towards convincing groups that set web standards to adopt AMP technology. If it goes, mobile users will be able to see the faster non-AMP sites all over the web.