This year’s line-up includes:
The glory of amp-script: Unleashing the kraken
Kristofer Baxter, Google
Growing Up AMP First: Everything I Know I Learned From AMP
Melissa, Depuydt, WaPo
AMP Stories: The Story so far
Jon Newmuis & Wei Hong, Google
No power, no internet, no support: How AMP bridges the “app gap” in Iraq and other war-impacted regions
Levi Clancy, Re:Coded & Balla Khadang, YouGov
Advertising & AMP: Driving ROI with speed
Vamsee Jasti & Katharina Familia Almonte, Google
Providing AMP service to tens of thousands of ecommerce sites
Last year we implemented changes in AMP’s governance model to encourage a wider variety of voices in the AMP community and to make it more clear how people can have a voice. I’m happy to provide some updates on our progress towards these goals.
AMP’s Technical Steering Committee and Advisory Committee have started meeting
The TSC has now had several meetings, covering a range of topics from GitHub repository best practices to what AMP’s first set of Working Groups should be. The AC also had their first meeting where they kicked off a conversation regarding horizontal reviews, a topic on which the TSC has asked for input.
If you have something you’d like to raise with one of these committees, you’ll find out how to do this in their “working mode” documents (TSC, AC).
Working Groups are where the day-to-day work in AMP gets done. A Working Group is responsible for a certain part of AMP, such as the Stories WG, which is responsible for AMP’s story format.
The Working Groups are intended to make it easier for people to keep track of different parts of AMP and to get involved. To help with this, each Working Group has a GitHub repository that documents how to get updates on the Working Group’s work and how to get involved–from participating in discussions on issues and Slack to contributing bug fixes, features or other improvements.
I encourage you to find the Working Groups responsible for the areas you’re passionate about and to get involved!
We’ve made our process for making changes to AMP more clear
Although we’ve always said we strongly encourage contributions to AMP, we’ve heard it can be challenging to figure out the process for proposing and making changes and even to know where to get help.
We’ve made it more clear that small changes are easy to make without a lot of process overhead.
We’ve added a slightly more formal launch process for significant changes, including the use of Intent-to-implement (I2I) and Intent-to-ship (I2S) issues and a more well-defined way of getting approval for making significant changes.
We’ve made it easier to find a reviewer who can help you through the process of getting your change built and launched.
With AMP’s new governance model and contribution process updates in place we hope it’s easier than ever for you to stay up-to-date on what’s happening in AMP and to get involved!
Posted by Joey Rozier, AMP Engineering Manager at Google
In 2017, we started the AMP Roadshow to educate and meet developers around the world. The Roadshow is a free one-day hands-on conference and workshop for new developers and seasoned AMP wizards alike, brought to your city. In 2018, the AMP team visited 21 cities in 10 countries around the world!
In 2019, we’ll be traveling to at least 20 more cities. We’re kicking things off with our very first visit to Africa, including stops in South Africa, Nigeria, and Kenya. You’ll find us in cities with established web development communities, but we’ll be increasing our efforts to go to places with newer web developers.
We’ll be showing off all of AMP’s new advanced features, but we also want to meet programmers and site owners who are newer to the web. We think AMP is a great place to start! Consequently we’ll be adding more chances to build your first AMP site, ask questions, and give us feedback. And we’ll feature new talks and demos as the year goes on.
We’ll add more destinations throughout the year. In the meantime, you can sign up now for the following events:
We have all experienced a situation where we want to watch a video and the related notes simultaneously. Good examples are a video of a recipe along with the instructions, or a video along with its transcript. The dock attribute on <amp-video> now supports minimizing the video to the corner of the viewport when the user scrolls. Developers can also customize where and how the video docks.
We also launched <amp-video-iframe>, which allows developers to include a custom-built video player that will obtain all the features available in the AMP Video Interface (e.g. autoplay, dock, etc.)
Tasty.co uses <amp-video-iframe> for their video recipes. Their custom player loops the video between a predefined start and end time. This allows them to use one video for different recipes by only seeking to the relevant segment of the video in each recipe.
Increased engagement and better resize with <amp-list>
<amp-list> now also allows developers to specify when they want the container to resize on user interaction, for e.g, when the <amp-list> contains an <amp-accordion> that a user taps on.
Additionally, we are experimentally adding infinite scroll capabilities to the component, so when the user reaches the end of a list of items (search results, product cards, etc), the list is populated with more items. A huge shout out to Chris Papazian from the Pinterest team for kicking this off. The AMP UI Working Group picked this up from Chris’ initial work and is excited to see this feature enabled in AMP to help publishers’ increase engagement!
Input masking in forms
To help make the task of filling in forms a bit easier, we’ve enabled input masking. This allows developers to add formatting like spaces and interstitial characters, which helps users fill out forms more efficiently. Dates, payment details and phone numbers are all great examples of inputs that could benefit from input masking.
Better transitions in <amp-lightbox-gallery>
The AMP UI Working Group has also been working on polishing already launched components to create a more delightful experience for end users. One such example is improved transitions for all images going to and from lightbox mode. This has been a hard problem to solve, as it involves interpolating between two images of different positions and sizes. You can visit our open source animations project for more details. Stay tuned for a technical blogpost that shares more insights into this work.
<amp-consent> now supports 3rd party integrations
We launched <amp-consent> in AMP a few months ago to simplify how publishers could collect data collection user consent on AMP pages. A number of publishers rely on 3rd party consent management platforms (CMP) to integrate with their web pages to manage consent status across various vendors. AMP now allows CMPs to easily integrate with AMP. If you are a publisher, you can also inline the configuration allowing you to show your own consent UI inside AMP. If you are a CMP, you can find instructions to integrate here.
Enhancements to <amp-ima-video>
The <amp-ima-video> component provides an easy to monetize publisher video with video ads from any video ad network that supports the IMA SDK. Our big thanks to Rebecca Close, an engineer working at Buzzfeed, who contributed and tested the following updates to the AMP project:
The <amp-date-display> component renders date information in various date formats and in different locales. A good use case for this is the news ecosystem, where users can see publishing dates for an article in their local time.
Below are a few things the AMP team has been working on:
A dedicated component for typeahead autocomplete in AMP. If you have any thoughts please file feedback here.
A new carousel experience that we are looking to launch soon over the upcoming months.
An easy-to-deploy Service Worker library for AMP. You can learn more about it over in its GitHub repo.
A component that helps developers integrate reCaptcha v3 on AMP documents. For more details, see the GitHub issue.
We have made a number of updates to AMP Stories including support for links in the top 80%, a hamburger menu, hold to pause, a new desktop UI, and attachments. Stay tuned for a full post with updates soon.
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Thanks to the AMP development community for your work and feedback. As always, please let us know if you have any issues or feature requests.
Posted by Naina Raisinghani, Product Manager, AMP Project at Google
Editor’s note: The following post was originally published on the Google Ads Blog by Vamsee Jasti, AMP Product Manager at Google.
The performance benefits and security guarantees offered by AMPHTML ads, which are display ads created using the AMP framework, translate to better advertiser ROI, publisher revenue and overall better user experience. Because of this, Google has expanded serving AMPHTML ads not only to AMP pages, but also to regular web pages. As of January this year, 12% of all display ads served by Google are now AMPHTML ads.
All of the code in the AMP repository is open source which is carefully reviewed by the project maintainers before being merged. As a result, ads written in AMP start performant and stay performant. Such a process also drastically reduces the likelihood of AMPHTML ads having code that takes advantage of chipset level vulnerabilities or drain CPU by crypto-mining from users’ devices.
Since AMPHTML ads can be trusted, they can be rendered into a more performant same-origin iframe. This performance boost results in the ad rendering faster on page which translates to higher publisher revenue and better advertiser ROI.
AMPHTML ads on AMP pages deliver even better ROI
An AMPHTML ad delivered to an AMP page has better performance compared to the same ad running on a regular web page. This is due to the inherent design of AMPHTML ads outlined here, giving advertisers better click through rates and viewability.
AMP pages have seen steady growth over the past few years and advertisers now have access to well over 1 billion impressions/day worth of premium (from a user experience & ad experience standpoint) inventory. In addition, more than 35 percent of ads served to AMP pages are already AMPHTML ads.
Publishers and Advertisers seeing success with AMP pages and AMPHTML ads
The news publisher EL PAIS partnered with Volkswagen, one of their advertisers, to run a multivariate A/B test measuring how Volkswagen’s display ads created in AMPHTML vs HTML5 would perform on AMP vs regular pages.
Simply moving from a standard HTML page to an AMP page (with the same HTML5 ad) resulted in a 26 percent CTR increase. Moving further to an AMP page with AMPHTML ads resulted in an additional 48 percent CTR increase.
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, viewability measurement and other building blocks to create a good and measurable ad.
Google continues to invest in delivering better user ad experiences by increasing the share of AMPHTML ads vs regular ads. Once mobile app support launches in Q2, 2019, advertisers can fully transition to creating a single AMPHTML ad and have it render across all environments and devices.
We hope you’ll take full advantage of the performance, security benefits and the increased ROI by choosing to build & serve AMPHTML ads in your next campaign.
Posted by Vamsee Jasti, AMP Product Manager at Google
Volkswagen, one of the world’s largest automotive companies, sought to improve the user experience of potential customers for their 2019 Tiguan TDI 150 R Line. Given their business goals and desire to test the state-of-the-art in speed and performance, they decided to test AMP technology for both their landing page, and the ad creatives that would drive users there.
EL PAÍS, a company within the Prisa Group, is the world’s leading Spanish-language news medium, in its digital format. It has 64.7 million unique users per month worldwide. Digital transformation is key to Prisa’s business, and they maintain a position at the forefront of digital innovation.
EL PAÍS was an early adopter of AMP technology, launching their first AMP version of EL PAÍS in 2015. They have been using this technology since then, to serve fast high-quality content to their large audience on mobile. Similarly, EL PAÍS was one of the first adopters globally of AMPHTML ads (ad creatives built with AMP).
Many news and entertainment publishers already use AMP to deliver beautiful, fast pages to end users across devices. However, the creatives that serve to these pages are typically built with standard HTML, which tend to result in degraded performance and therefore lower ROI for advertisers.
Volkswagen and EL PAÍS, together with the creative agency DDB, media agency PHD, and with the support of Google, have conducted a test to evaluate the benefits of AMPHTML ads.
EL PAÍS conducted the experiment by configuring four different line items in their ad server, featuring a 2×2 combination of environment (AMP vs. non-AMP) and creative type (AMPHTML vs. HTML). This allowed them to compare the performance characteristics of the AMPHTML creative and its original HTML equivalent, both in an AMP environment and within traditional mobile Web. Additionally, they tested two flavors of landing pages (HTML and AMP), allowing for a full comparison of results throughout the conversion funnel.
After collecting data from more than 2M impressions on mobile devices, AMP technology has shown strong performance increases relative to standard HTML:
AMP pages and ads versus standard HTML pages and ads
+36% viewability rate
+81% visits to landing page
AMP Landing Page relative to standard HTML Landing Page
+76% conversion rate
-43% cost per acquisition
Simply moving from a standard HTML page to an AMP page (with the same standard HTML ad) resulted in a 26% CTR increase. Moving further to an AMP page with an AMPHTML ad resulted in an additional 48% CTR increase.
The AMP page also add an extra +76% Cvr versus the standard HTML page.
Prisa’s test demonstrated that AMP’s superior performance characteristics can deliver meaningful ROI benefits to advertisers. Improved viewability and conversion rates result in lower user acquisition costs, and the benefit is multiplied when AMP pages and AMPHTML ads are deployed together. And not only does AMP provide positive ROI for publishers and advertisers, it does it while improving the end user experience, yielding a more sustainable web for everyone.
Posted by Pilar Sanchez, Mobile Specialist, Google