Get ready, Google is about to launch its strategy to amp up the mobile Web. Known as the AMP -- which stands for Accelerated Mobile Pages -- the open source initiative to make the mobile Web run faster is launching in late February 2016, the company said yesterday.
How fast is it? Pinterest is already testing publisher AMP pages on its Android and iOS apps and is reporting that these accelerated pages are loading four times faster while using eight times less data than traditional mobile-optimized pages.
In early 2016, Twitter will start experimenting with linking to AMP content that publishers will provide, Google said. On top of all this, messaging providers seem ready to jump on board. Popular apps like Viber, LINE, and Tango will also link to AMP content early next year.
“CMS and analytics providers are critical players in the AMP ecosystem and have stepped up with fantastic support for the initiative. WordPress will support all publishers that wish to enable AMP pages beginning in January,” Richard Gingras, head of news at Google, said in a blog post. “From the world of analytics, comScore, Chartbeat, Google Analytics, and Parse.ly will have AMP support in their tools by late February.”
Plenty of Ad Support
Google also offered updates on four key areas of the AMP project -- advertising, analytics, subscriptions and content format innovation -- and pointed to new publishers planning to come on board, including Fox News in the U.S. In addition, LinkedIn intends to support AMP in early 2016.
On the advertising front, the initial roadmap has five goals: resizable ads; faster ads; ads with view ability support; and ads that can integrate with sponsored content providers and data management providers.
“While these new capabilities are being implemented in AMP, publishers and ad tech partners are working in parallel to implement and test them,” said Gingras. He noted that buyers like Omnicom Media Group are reviewing the project and ad companies, including Outbrain, AOL, Taboola, OpenX, DoubleClick, AdSense, and Teads.tv are also supporting AMP.
Content Still King
Content is still king, even on the mobile Web. With that in mind, AMP has templates that can fetch fresh content dynamically. Tech partners like Brightcove, for example, have submitted the amp-brightcove component that powers the Brightcove Video Cloud or Perform player. Vine also built amp-vine to display an embed of its viral user-generated videos.
Of course, without analytics you can’t track the ad and content components. A richer analytics framework design was posted to Github last month for feedback and this aspect of AMP is progressing rapidly. Implementation is already in progress and early rollouts will start this month, with more in the weeks ahead.
By late December, publishers and analytics vendors will start preliminary end-to-end testing, Gingras said. Full testing will following in mid- to late January. In terms of subscriptions, several publishers are reviewing the design draft for metered paywall and subscription access even as engineering works out the technical details of the solution.
“In the coming weeks, look out for updates on new technology partners, new platforms, and new publishers, as well as the specific launch plans of supporting platforms,” Gingras said. “And in the meantime, we encourage you to create your first AMP page.”