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BizReport : Advertising archives : December 13, 2016

Teads' data shows increased performance of Google AMP webpages

Outstream video advertising firm Teads has reported that their Google AMP mobile webpages are delivering higher completion rates, significantly better click-through rates and improved lift in ad appearance.

by Helen Leggatt

Teads was an early adopter of Google's Accelerated Mobile Pages (AMP) project and has just released data that illustrates its success.

According to a blog post by Gina Cubillas, Communications and Events Coordinator at Teads, Google AMP mobile webpages delivery 15% higher completion rates, a 200% increase in click-through rates and an 18% lift in ad appearance.

"Results were so positive," writes Cubillas, "that we adopted AMP HTML's behavior everywhere our ads appear - on desktop, mobile web, and in mobile apps."

A key factor in the improved metrics is the user experience. AMP pages load around 85% faster than standard mobile webpages and AMP attributes, including load time and page speed, also factor into organic search results.

"AMP HTML delivers our most optimal mobile browsing experience," Amir Malik, programmatic director for Trinity Mirror, told Teads. "Being able to marry this with native video advertising allows us to not only make revenue from the fastest-growing area of digital but to do so while respecting our users."

Tags: AMP, Google, HTML, mobile, mobile platform, video

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