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What is AMPand do I care?
Megalodon: The Monster Shark Lives
Mobile is too slow.
Facebook Instant Articles
Apple Newsstand
Native Apps
What is it?
What is itfor?
Should you use
it?Prioritizati
on
What is it?
What is itfor?
Should you use
it?Prioritizati
on
2 Things
A set of rules for web development whichguarantee speed
And, distribution.
www.wsj.com/article-headline
www.wsj.com/amp/article-headline
https://amp.gstatic.com/v/s/www.wsj.com/amp/article-headline
www.wsj.com/article-headline
www.wsj.com/amp/article-headline
https://amp.gstatic.com/v/s/www.wsj.com/amp/article-headline
rel=”canonical”
rel=”amphtml”
www.wsj.com/article-headline
www.wsj.com/amp/article-headline
https://amp.gstatic.com/v/s/www.wsj.com/amp/article-headline
rel=”canonical”
rel=”canonical”
rel=”amphtml”
What is it?
How is it being used?
Should you use
it?Prioritizati
on
What we’re currently seeing in Google.
What we’re currently seeing in Twitter.
Previously they’ve tried this:
Does the future look like this?
What is it?
What is itfor?
Should you use
it?Prioritizati
on
Is Google News an important traffic
source?
1
For most of you - probably not.
Do you make a lot of content?
2
Do you want your content distributed?
3
Do you have a site with a high proportion of mobile traffic and
are you risk averse ?
4
Do you have a site speed problem and does it
consistently get deprioritized?
5
Is Google News an important traffic source
Do you want your content distributed?
Do you have a site speed problem?
Is a large proportion of your traffic mobile and are you
risk averse?
YesAMP
No
NoHOLD OFF
Yes
Do you make a lot of content?No
HOLD OFF
Yes
NoHOLD OFF
Does speed keep getting de-prioritized?
NoHOLD OFF
Yes
AMPAMP
Yes
No
What is it?
What is itfor?
Should you use
it?Prioritizati
on
Effort
Return
What’s the return?Quad Aces from fitzsean is licensed under creative commons 2.0
20 publisher comparisonDesktop AMP Load time
reduced byDocument Complete -
7.20 1.17 84%
Start Render
1.34 0.87 31%
Visual Speed
3.22 1.15 64%
Back to search
Anotherarticle
Anotherarticle
Case study for lifestyle site:
Pages/SessionAMP 1.09Non-AMP 1.87
This is a bet on the future. The absolute traffic you’ll see
tomorrow isn’t huge.
How much effort I will need?
The harder parts of converting to AMP1. Do you use intrusive ads?2. Which ad networks do you use?3. Turn off JS4. Do you have un-common article formats?5. DO you use Flash. Java, ActiveX or Silverlight?6. Do you have a 3rd party font provider?7. Has your platform already started on the
conversion?
Do you use intrusive ads?
1
● Interstitials● Adhesion Ads● Auto expanding
ads● Pre-roll video
ads● Header bidding
● Interstitials● Adhesion Ads● Auto expanding
ads● Pre-roll video
ads● Header bidding
Subscribe to this talk and learn the ancient marketing secrets of
the Aztecs
No I’m scared of Huitzilopochtli
YESI want to learn how to sacrifice goats for better CTRs
2
Subscribe to this talk and learn the ancient marketing secrets of
the Aztecs
YESI want to learn how to sacrifice goats for better CTRs
No I’m scared of Huitzilopochtli
Subscribe to learn font secrets, like how Comic Sans can increase your CTR by 10%
● Interstitials● Adhesion Ads● Auto expanding
ads● Pre-roll video
ads● Header bidding
Subscribe to learn font secrets, like how Comic Sans can increase your CTR by 10%
Which ad network do you use?
2
Supported Networks
• A9• Adblade• Adform• Adman• AdReactor• AdSense• AdTech• Criteo• Doubleclick• Flite• Improve Digital• Industrybrain
• MediaImpact• OpenX• plista• PubMatic• Revcontent• Rubicon
Project• Smart
AdServer• Sortable• TripleLift• Teads• Webediads• Weborama• Yieldbot• Yieldmo
It’s moving fast. A month ago there were 12.
Now there are 26.bit.ly/amp-adnetworks
3
Turn off JS
Do you have un-common article
formats?
4
AMP only allows a set of embeds at the top of an article
Supported embeds
• accordions• carousel• lightbox
Layout AudioVideo• gifs• brightcove • daily motion• facebook• reach player• vimeo• vine• youtube
• audio• soundcloud
Social• instagram• pinterest• Twitter• facebook
● polls● quizzes● code visualizers - codepen● data visualisation● video● everything else
Examples of not supported embeds
Do you useFlash, Java, ActiveX,
Silverlight...
5
Do you have a 3rd party font provider
6
● https://fast.fonts.net● https://
fonts.googleapis.com
Has your platform already started on the
conversion?
7
All these CMS’s support AMP
To do next week:
1.Evaluate if you need it2.Work out the return &
effort
For most people here:
Go out and try AMP
bit.ly/amp-intro
Thanks! - @dom_woodmanOvation by Jason James licensed under Creative Commons 2.0.
