Google has revealed it is serving 11X more AMP display ads than it did in 2018 as it implements the technology wider across the web. AMPHTML ads are display ads built using the AMP framework and Google says they increase advertiser ROI while providing a better ad experience for the end user.
The ad format was previously only available on AMP pages, which meant impressions were limited by the adoption of AMP among website owners. However, Google has expanded AMPHTML ads to show on regular web pages, which has resulted in an 11X growth of AMP display ads being shown across the web.
Google says that, as of January this year, 12% of all display ads it serves are now AMPHTML ads – up from just 1% last year.
AMPHTML ads hit the wider web
Two key benefits of AMPHTML ads is they load much faster than regular HTML ads and they’re also more secure. Google has been publicising the performance benefits of AMP and AMPHTML for many years now but it seems to be putting added focus on security with its latest messaging:
“All of the code in the AMP repository is open source which is carefully reviewed by the project maintainers before being merged. As a result, ads written in AMP start performant and stay performant. Such a process also drastically reduces the likelihood of AMPHTML ads having code that takes advantage of chipset level vulnerabilities or drain CPU by crypto-mining from users’ devices.”
The rise of ad blockers and increasing concern over privacy and security could be a key factor in convincing more publishers and advertisers to adopt the technology. As AMPfuel editor Vamsee Jasti explains in one of his Medium posts, the performant nature of AMPHTML ads aim to improve the experience for users, as well as performance results for publishers and advertisers in the following ways:
- Ads will be respectful to users’ devices and publishers’ web pages
- Ads won’t impact the performance of a publisher page, earning them better revenue
- Ads will earn advertisers higher ROI including better viewability
- Users will be more secure on the web and therefore find fewer reasons to install ad blockers
At the same time, Google wants advertisers to know that the format also results in better ad performance with increased impressions, more ad clicks and higher page CTRs.
You can find some impressive case studies on the official AMP website, too – including a collaboration between Spanish news publication EL PAÍS and Volkswagen that resulted in some impressive performance data.
Ready to get involved with AMPHTML ads?
At this point it’s important to understand the difference between AMP pages and AMPHTML ads. While AMP pages involve you converting the pages of your website into the AMP format, you’re not required to do this to start using AMPHTML ads in your advertising strategy.
AMP pages are somewhat controversial due to the way Google implements the technology. Likewise, the entire premise of AMP pages is that they’re faster loading and, while this is incredibly important, there’s nothing stopping you from building your own faster-loading pages and keeping hold of your own content and traffic.
There are pros to using AMP pages, too, of course, but the key thing at this stage is that AMPHTML ads are a different thing entirely and the same concerns don’t apply.
AMPHTML is simply a display ad format that can now appear on regular web pages, as well as AMP pages. Which means advertisers now have no impressions limitation by using the format and they can now use the technology to deliver better-performing, more secure ads.
You don’t need to have any involvement in AMP pages to use AMPHTML ads.
Whether you choose to use this ad format is entirely up to you but it’s definitely something advertisers will want to take a second look at, now that Google has started delivering AMPHTML ads across the web.