Google has expanded its plan to get the mobile web moving with the release of open-source guidelines to develop smaller ads on that could speed up mobile website load times and, hopefully, reduce the use of ad blockers.
AMP for Ads is an extension of the six-month-old Accelerated Mobile Pages initiative, a global project involving publishers and technology companies. Together, they want to change how web pages are coded to make mobile browsing faster and, in turn, more engaging.
AMP for Ads looks to use AMP’s sleeker HTML coding approach to do the same for ads that, over time, have become bloated in filesize as brands have sought to ad functionality and rich media elements to their banners and boxes.
“Our research shows that the average mobile site takes 19 seconds to load,” wrote Paul Muret, vice-president of analytics, display and video products at Google, in a blog post.
“Not only is this frustrating for users but it’s also a huge missed opportunity for publishers – we estimate mobile sites that load within five seconds can earn up to 2x more revenue than those at the 19 second average,” he said.
Trimming the fat from online ads’ filesizes has become hot topic in 2016. The Interactive Advertising Bureau has been promoting its LEAN (Light, Encrypted, Ad choice supported, Non-invasive) ads charter — a rallying cry for online advertisers and publishers to make their web experiences faster and better to thwart the proliferation of ad blockers.
AMP for Ads was unveiled at the DoubleClick Leadership Summit, its annual gathering of large advertiser, agency and publisher clients.
