Why AMP ads matter in display advertising

Posted by Andy Hoek on October 10, 2018 at 4:46 PM
Andy Hoek
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Before I joined Bannerwise as marketing manager I worked as a digital marketer both as a freelancer and for large corporates. I've been in this game for over ten years now, so before the transition to the mobile web.

Looking back at the launch of the iPhone and the launch of Android we see it as a revolution, and it was. But it was also a time of everybody trying to figure out the mobile web. Mobile apps were new and responsive websites hardly existed.

Granted, early versions of Windows already existed but barely anyone used those except some corporate employees. And Blackberry was really a messaging platform and not a true smartphone as we know it today. Let's just forget about the nightmare that was mobile JAVA apps.

We've come a long way since then and what has become increasingly important on the mobile web is performance. Back then people were willing to wait because the entire experience was new, not so much nowadays.

The AMP Project

That's the reason why Google launched the AMP Project in 2015. AMP stands for Accelerated Mobile Pages, and that's what it's about: fast mobile websites. These are web pages written in AMPHTML for blisteringly fast performance.

However, display ads have been lagging behind. While mobile websites can be blisteringly fast ads are painfully slow. This is where AMP ads come in.

In a nutshell, AMP ads build upon the core of AMP pages to deliver a better ad experience. They are faster, lighter and safer than traditional HTML5 banner ads. This improves viewability and increases ad performance and trust.

AMP ads are fast, very fast!

Take a look at this comparison from Instapage:

Google AMP ads comparison

The regular banner ad on the left takes more than three seconds to load while the AMP ad on the right takes half a second. Now we all know what ad performance means for clicks, conversions, and monetization, right?

You can imagine visitors scrolling down the page without ever having seen your ad. If they can't see it, they won't click on it. This hurts both advertisers and publishers. But not so with AMP ads because of their speed.

AMP ads are lighter and safer

Lighter ads provide a better user experience. Why? Not only because they load faster but also because they don’t use as many external resources like javascript libraries. Therefore there is less chance of errors and broken ad experiences.

AMP ads are served from the Google AMP Cache which acts as a content delivery network for all AMP documents. This comes with a built-in validation system that eliminates the risk of malware being spread by ads.

No risk of malware and broken ad experiences builds trust for brands using AMP ads.

AMP ads are not only for AMP pages

You may think that AMP ads are just for AMP pages, but this isn’t the case. Just as you can show HTML5 ads on AMP pages you can show AMP ads on regular websites.

This means you can use the advantages of AMP ads on regular websites, which is good for both publishers and advertisers.

Imagine the increase in revenue when ads load three times as fast when you're a publisher. And for advertisers, think about the increase of views you'll have on your ads.

Google Ads restrictions

Besides their speed, there is another reason why you should use AMP ads. Recently Google has restricted the use of HTML5 ads on their advertising platform. Even if you could use HTML5 ads before you may now find that you can't anymore if you don't meet their guidelines. Several Google Partners have been severely hit by this, with their customers left standing in the cold. One of these restrictions is having to spend a minimum of $9000 per account and the account has to be more then 90 days old before being automatically approved for HTML5 banner ads. This is an amount that many smaller advertisers never reach. It is possible to apply for HTML5 ads if you have a lifetime spend of more than $1000, but from what I understand from agencies that have done this is that it takes a long time and that you get little feedback from Google.

AMP ads are a way to avoid this because they can be used on Google's ad network without the restrictions placed on HTML5 ads.

Are you ready to start using AMP ads?

Fast performance, better user experience, and increased views are great reasons to start using AMP ads. In fact, if you use Google Ads for display advertising why not switch over from HTML5 ads to AMP ads altogether?

However, because AMP ads are written in AMPHTML creating them without needing a developer is tough. And even with a developer, it can take a long time.

This is where we come in!

With Bannerwise it's now possible to create AMP ads for Google Ads just as easy as it is to create HTML5 banner ads.

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Topic: Marketing