Is Investing in AMP Pages the Right Move in 2024?

Would you ever believe that the Open Web, home for publishers, would ever be in crisis? Google has been my default search engine for ages, and according to the StatCounter Global Stats, 2023, for almost 9 out of every 10 people too.

I couldn’t believe it too until I read this:

People were spending more time on mobile apps like Facebook, Instagram, or Apple apps than searching, reading, and exploring on the open web.

There was a need for a solution that would change the way people consume content on mobile phones. The idea was simple: to give people faster access to everything on the internet and give publishers the power to be discovered on the open web.

Google had to be in the game

Google introduced the world to Accelerated Mobile Pages, aka AMP, as we saw the massive mobile-first mindset shift in 2015. Google wanted to curb the problem of slow-loading, less responsive web pages and make the open web great again.

Moreover, Google found that every time a webpage takes too long to load, they lose a reader to social media apps – and with that, the opportunity to earn revenue through advertising or subscriptions. They also found that:

Google always has the answer: AMP

To circumvent latency and slow loading, Google created a script of code that excluded features that were not integral to the user experience. By making mobile browsing faster, Google was able to bring traffic back to the publishers.

Amongst the several reasons, such as reduced website load times, improved user engagement, and smoother navigation experience for mobile users, AMP also brought with it improved visibility in search results, SEO performance score that ranks, and higher click-through rates.

AMP Pages vs Responsive Web Design (RWD)

In 2015, the mobile page load time was much higher than what it is today, with an average of 19 seconds to load a page. That’s about as long as it would take you to sing the entire alphabet song.

Well, that definitely is not the case in 2024, but we have only come halfway to improving the mobile experience for users. According to a 2023 study, the average web page load time on mobile is still a whopping 8.6 seconds. But is that good enough?

You are still losing more than 50% of your visits if a page takes longer than 1-2 seconds to load, whereas an AMP page takes only 0.7 seconds to load. The challenge gets even tougher if you are an e-commerce, news publishing site, or entertainment platform because you’re losing more than just a visitor to speed; you’re losing a potential customer and of course, ad revenue.

So, I believe that if you have more mobile traffic, AMP can definitely help you make more money, at least with your premium pages. 

But how do you make money with AMP?

Due to their simplicity and fast-page-loading intent, AMP web pages were not built to carry header bidding wrappers like Prebid.js. Instead, AMP supports a method of header bidding called Real-Time Configuration (RTC). It is a feature of Fast Fetch for AMP that enables publishers to make ad requests with first—and third-party targeting information, such as audience targeting and measurement, in real time at a lightning-fast speed.

AMP Real-time Configuration

While AMP focuses on improving website performance and reducing page load times, AMP RTC’s main focus is to enable interaction between publishers (you) and ad servers. Unlike client-side header bidding, AMP RTC takes away the burden of interacting with multiple demand partners at the same time.

Implemented by Prebid Server, AMP RTC was built to achieve higher click-through rates (CTRs) and better return on investment(ROI) for publishers. Moreover, it offered more premium and targeted auctions, with callouts only limited to five demand servers (which can be further tightened by the publisher).

The bid timeout was also designed in a way so that vendors respond as quickly as possible. So, valid bid requests were accepted only if they responded within 1000 ms.

AMP Monetization: Made Easy with Mile

While calling out only 5 vendors may seem like a bummer, Mile has been here uplifting the mood of hundreds of publishers and their ad revenue by implementing its APM monetization technology. 

All you need to do is make one of the five calls to Mile. The rest will be done by Mile. As a part of our AMP monetization solution, we will connect you to our premium 30+ demand partners. This further opens up your inventory to more than 50,000 advertisers. The competition increases, ensuring your inventory is sold to the best advertiser at the best market value. 

Moreover, our global demand partnerships give you access to a vast geographical reach. You’ll also have access to unique and high-quality ads, making your inventory invaluable and worth much higher bids.

Faster, Reliable, and Highly Conversionable Ads: AMPHTML Ads

AMPHTML ads are served using the AMP RTC configuration, which typically leads to higher click-through rates and better return on investment for advertisers. These elements are also 3x faster and 6x lighter to load, giving publishers a revenue uplift of at least 13% instantly. Unlike HTML ads, AMP or AMPHTML ads load earlier in the page rendering process, reducing the burden on the system while loading the page.

Publishers that tapped into the opportunity

Are you aware that websites like Metro, Daily Mail, Washington Post, Mashable, and Carved, among others, have been able to increase conversion rates up to 75% with AMP?

Also, here are some popular sites using AMP:

• Freepik
• News.com.au
• appleinsider.com
• eBay.com
• newegg.com
• eventbrite.com
• snapdeal.com

So, the benefits of using AMP RTC are simple and clear: you get faster load times, higher click-through rates, improved engagement, and higher visibility. And, above all, easy integration with a wide range of web technologies – ultimately translating into higher revenue. Also, AMP RTC includes built-in security and privacy features. These can protect users’ data and prevent unauthorized access to communications – giving you the extra benefit of offering a secure site.

And, so much so, with the introduction of AMP, the open web was not in crisis anymore.

Today, Google adds up to 40% of the direct search visits to any webpage, and this doesn’t even include Google News Stands and Top Stories.

View from all corners: How does the AdTech industry feel about AMP?

Advocates: Those in favor of AMP sing its praises for its lightning-fast loading speeds, which means no more waiting around for websites to appear. They also love how it boosts the core web vitals, making it easier for general public to find you. In today's mobile-centered world, AMP can act as a superhero for user experiences, making browsing smoother and more enjoyable.

Skeptics: However, not everyone is sold on AMP. Some worry that it gives too much power to big tech companies like Google, who control how the internet works. They fear this could limit the diversity of websites and stifle creativity. After all, who wants every website to look and feel the same?

Publishers: You are a diverse bunch of people when it comes to AMP. While many appreciate the boost in website traffic and better visibility on search engines, some feel like AMP strips away their unique branding and customization options. Finding the right balance between speed and individuality is a puzzle many publishers are trying to put together.

Developers: Here, AMP offers exciting possibilities along with some challenges. On the bright side, AMP makes coding easier with its simplified language and built-in optimizations. However, some developers find AMP's rigid structure limiting and require adjustments to existing workflows.

What’s the future of AMP?

Supporting JavaScript: Now, AMP not only supports JavaScript but also offers increased flexibility in writing scripts up to 150 KB. This means publishers can now create more interactive and engaging websites without compromising speed.

AMP Stories and AMP Email: These new content formats promise to revolutionize how we consume and interact with online content, making the web experience more dynamic and immersive than ever before. AMP Email is basically a web page served via an email client.

Introduced AMP Bento: It can be a game changer in web development accessibility. This concept aims to lower the entry barriers, allowing developers to reap the benefits of AMP without fully committing to its framework. It potentially will be all about flexibility without compromise.

Integration with advanced technologies: AMP can now be integrated with emerging web technologies like Progressive Web Apps (PWAs). Combining AMP’s speed focused framework and PWA’s app-like experience has the potential to create an even more engaging mobile experience for users.

No-Code Platforms and AMP: We can expect to see deeper integration of AMP with no-code platforms, which will give power in the hands of non-technical publishers to build high-performing mobile web pages without vast programming knowledge.

The Bottom Line

While there is nothing to worry about if you do not have AMP pages, having them will give you an added advantage, as Google confirms that speed is a key ranking factor for mobile search results. 

So, to ensure that you are able to AMPlify your AMP ad revenue, optimize your mobile ads with Mile’s AMP Monetization tool. It is an AMP server-side demand solution that will help you achieve 5x speed and enhanced revenue efficiency. Moreover, as an AMP monetization partner, we can take on the task of not only designing the AMPHTML Ads layout or bringing the demand partners but also creating AMP pages for your high-value content.

Are you rethinking your last mile? Talk to our expert today.