Why AMP is the Hidden Gem of Mobile Advertising

Why AMP is the Hidden Gem of Mobile Advertising

People are on their phones more than ever before. Since the start of the pandemic, we have seen a huge increase in the time we spend on our mobiles, with screen times averaging 4 hours per day as we desperately look to our phones for a connection to the outside world. And, with OOH out of bounds, it comes as no surprise that mobile ad spend has continued to spike 71% year on year, despite COVID-19.

But over one year into lockdown, the focus now is how can brands really ensure that they’re spending their mobile budgets wisely? Navigating outdated issues of trust on mobile means that both context and user experience are key. And that’s why a few, somewhat savvy, brands have tapped into the unique world of advertising on AMP (Accelerated Mobile Pages).

AMP - in a nutshell - is Google’s open-source HTML framework designed to dramatically improve user experience on mobile webpages. So, what are the benefits for brands advertising on this unique marketplace?

Need for speed

It isn’t news to any of us that a slow-loading webpage kills consumer interest and conversions. Research shows that the average mobile site takes a hefty 6.9 seconds to load, yet 40% of consumers will leave a page that takes longer than 3 seconds. And this is where AMP enters the stage.

Google’s AMP are 6 times lighter than standard mobile web pages, making their median loading speeds over 4 times faster. In turn, this improves user experience reducing latency and user bounce.

Goodbye jumping content

By stripping out extraneous pieces of javascript code, AMP pages also prevent lots of the frustrating UX features (such as jumping content and pop-out ads) that plague many mobile websites. This puts users in a better and more receptive frame of mind for a brand’s ad.

Also, because regular javascript is removed from AMP, bot traffic and domain spoofing is impossible, meaning your brand will only be associated with positive user experiences.

Trusted publishers

Premium publishers use AMP with user experience in mind, whilst boosting their SEO and appearing in Google’s ‘Top News’ carousel.

What’s more, a high percentage of AMP are news publishers. With the rise of fake news and misinformation across social media, top news brands have seen record numbers of people relying on them for trusted information. And it seems consumers’ trust in news publishers extends to any brands advertising in that context. Research by the IAB has shown that 84% of consumers feel advertising within a news context increases or maintains brand trust, a phenomenon they describe as the ‘News Trust Halo’ effect. This drives positive consumer action, with 43% of consumers being more likely to buy from a brand if their ads are seen on a top news outlet.

In a nutshell...

The overriding benefits of AMP for advertisers are great user experience and trusted context. When a user lands on an AMP page, they get what they’re looking for, and they get it immediately. The net result? Consumers who have a positive association with any brand advertising on that page, meaning they are more likely to engage with that brand’s ad and take purchasable action.

So what does the future look like for AMP? From May this year, Google will be introducing Core Web Vitals - a ranking system to pave the way for publishers to create high-ranking, UX-compliant sites outside of AMP. Regardless of these changes and search monopolisation politics, what’s clear is that user-first experiences optimised towards mobile should be a key consideration in any omnichannel media plan...whether that’s through AMP or Core Web Vital compliant inventory outside of AMP.

The future of successful mobile advertising lies with user experience and trustworthy context. And, as some smart brands have already discovered, advertising on Accelerated Mobile Pages is the hidden gem that delivers both.

For more on how AMP can benefit your brand, get in touch: hello@picnic-media.com