Google introduced AMP technology to content publishers promising that they would not only be able to sell and distribute their own ads on AMP enabled pages, but also keep the revenue generated from those ads.
When it comes to loading speed, AMP enabled pages are miles ahead of the non-AMP enabled pages, but it remains to be seen if they deliver on the revenue front as well. The study tracking the performance of ads on AMP enabled pages so far drew following conclusions.
“We compared ad performance on AMP and non-AMP mobile pages across 150 publishers (large corporations and small businesses in different geographic regions) on our programmatic platforms. The preliminary results are encouraging.”
The study observed that
- Around 80% of advertising brands received higher viewership of their ads on an AMP enabled platform as compared to a non-AMP platform.
- Almost 90% of advertising brands received higher CTRs on their ads through an AMP enabled platform as compared to a non-AMP platform.
As per the survey, advertising brands themselves vouch for the fact that AMP technology has played a significant role in driving greater results for their brands.
Let’s see what Conor Beck, representative from one of the advertising brands TownHall Media, has to say about the performance of their ads on AMP enabled pages.
“We’ve seen a 90% decrease in page latency, 96% decrease in unfilled impressions, 65% increase in ad engagement and 32% increase in eCPM. Perceived load time improved from approximately 17 seconds to 2–3 seconds.”
So far so good. However, it’s still too early to actually make a fair assessment of the performance of ads on AMP enabled pages. There’s still a lot to be done in terms of enhancing the quality of published content and audience experience, opines one of the AMP project representatives.
As far as the future of AMP pages is concerned, the company plans to introduce two new ad units. Sticky Ads, AMP ads and Flying Carpet Ads are some of the support forums that provide help related to advertising on an AMP enabled platform. More information pertaining to AMP page advertising will be made available to businesses in the near future.