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Feb212019

Google Touts AMPHTML Ads, Now Serves 11X More Than Last Year

In their continued efforts to make Accelerated Mobile Pages (AMP) adoption to grow in addition to speed and performances, Google says AMP can also help in serving display ads safer, faster and better.

Display ads, which are also known as “AMPHTML ads” are created with open-source AMP framework.

AMPHTML ads, though, perform better on AMP pages than on non-AMP web pages, Google now serves them on regular web pages, too.

The ads boost performance by instantly (loading) than any regular HTML ads.

Google touts better ROI for advertisers and more publisher revenue among benefits of AMPHTML ads.

Advertisers now have access to over 1 billion impressions a day’s worth of premium.

The screenshot below shows how AMPHTML ads translates into higher publisher revenue and better advertiser ROI:

AMPHTML ad translates into higher publisher revenue and better advertiser ROI

As of January 2019, 12 percent of all display ads served by Google are now AMPHTML ads, compared to 1 percent in January of last year.

In addition, over 35% of ads served to AMP pages are already AMPHTML ads, says Google.

The company is also reporting a 11x year-over-year growth of AMPHTML ads served by Google.

AMPHTML vs. HTML5 Ads Stats

Google explained the statistics of AMPHTML ads vs HTML5 ads through a multivariate A/B test performance on AMP vs regular web pages.

The experiment results presented here are from “GPT.js rendering AMPHTML ads in a same-origin vs cross-origin iframe.”

The test run on Volkswagen’s display ads shows that moving from a standard HTML page to an AMP page (with the same HTML5 ad) resulted in a 26% CTR increase.

While, moving to an AMP page with AMPHTML ads resulted in an additional 48% CTR increase.

Here is a screenshot showing the performance metrics of the test:

Volkswage display ads performance metrics when combining AMP pages with AMPHTML ads

“AMPHTML ads are a subset of the AMP spec and ships with many good-by-default ads UI components, an analytics measurement framework, a spam detection system, view ability measurement and other building blocks to create a good and measurable ad.”

Advertisers can create a single AMPHTML ad and have it renders across devices and environments.

Google offers following options to deliver an AMPHTML ad after it’s created, advertisers can choose to:

  • Work with an Authorized Buyer that allows targeting just AMP or regular inventory
  • Use Google Ads to target inventory in the Google Display Network
  • Direct buy with publishers using Google Ad Manager

Advertisers interested in making a transition to display ads, can read more about the benefits of using AMPHTML ads here.

For a jum start on creating AMPHTML ads, visit over here.

What’s next for AMPHTML Ads?

Google plans to continue in investing AMP tech along with increasing the share of AMPHTML ads vs regular ads.

The company plans to achieve this goal through mobile app support, which is slated to launch in Q2, 2019.

In addition, Display & Video 360 support is coming soon and will help to deliver AMPHTML ads to AMP pages.

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