Google announced on Wednesday that is launching a program that will speed up load times of pages viewed on mobile devices, while providing a reader – and advertiser – friendly environment.
By using a stripped down version of web pages, Accelerated Mobile Pages, or AMP, optimizes content so that it loads quickly and is easily read on mobile devices.
AMP works by plugging a bit of Google code on to publishers’ websites that will produce a both a regular page, and an AMP page.
The AMP page is optimized to load instantly using accelerated cacheing, stored and served using Google Search and News tools.
Google says that 40 percent of online readers abandon a page if it takes longer than six-seconds to load.
Each time a web page takes too long to load, the publisher loses a reader, and advertisers loose an opportunity to generate revenue.
Paid advertising helps to fund free web content and services; websites using AMP will provide space for a variety of ad formats that won’t take-away from the user experience, and still provide advertisers a chance to connect with consumers.
The New York Times is using AMP, and in the example above the ad is part of the page, instead of fighting for space like the pizza-hobby ads below.
Initial tests show that AMP cuts down load time between 15 and 85 percent; great news for advertisers who only get a few seconds anyway.
If potential consumers aren’t overloaded with distractions, but instead shown well formatted, relevant ads, along with quickly loading content – everyone wins!