Are you ready for the mobile web getting faster?  Google rolled out their Accelerated Mobile Pages (AMP), which are now live in the search result pages for most users.  At the moment, AMP pages are only news pages, and load much faster than regular news pages.

This means that soon consumers can expect a faster mobile web experience for images, videos, maps, and more.  So, if you are not able to grab your audiences attention in seconds, they will likely have plenty of opportunities to find content on the next screen.


Google’s Accelerated Mobile Pages (AMP) initiative, was a project designed to speed up the mobile web. The idea was to create a new open source framework that would load images and content instantaneously. The pages are streamlined to load as little excess code and resource as necessary.

If you were to conduct a search for “David Cameron” you will note the articles are clearly labelled as AMP with a thunderbolt icon. According to Google, AMP pages load almost instantaneously with a load time that is 85% faster than normal pages.

The Downside of AMP

One downside from a publisher’s point of view is if you swipe right intentionally or accidentally you are taken to the next publisher’s article. Surely as a publisher you wouldn’t want it to be this easy to be able to end up on a competitor website, losing potential ad revenue.

Tech Partners Involved In AMP Integration

A number of publishers and websites have worked with Google to implement the service. Influential companies such as Twitter, Pinterest,, Adobe Analytics and LinkedIn are among some of the first group of technology partners planning to integrate AMP HTML pages.

There was some initial reservation in regards to advertising, however this has also been addressed. More than 20 ad tech providers have joined the initiative including AdSense, DoubelClick and OpenX.

It will be interesting to see the impact of this initiative for the publisher, from the readers point of view it makes sense and provides a better experience.


source: Tobias Matthews, Fourth Source