Google AMP: One Year Later

The numbers are in, and consumers have given Google’s Accelerated Mobile Pages (AMP) initiative a thumbs-up. At Mobile World Congress in Barcelona, Adobe Digital Insights will be releasing a new report that analyzes over 1.7 trillion visits to over 16,000 mobile websites (between Jan. 2014 and Jan. 2017). This data, aggregated and anonymous, comes through Adobe Analytics within Adobe Marketing Cloud.

As part of this report, we have new data showing that as of December 2016, top publishers within the United States now see 7% of all their traffic – across devices – coming through Google AMP.

Also as of December 2016, AMP has grown 405% from when usage began picking up in April 2016. And in November during a busy election season when coverage ramped up considerably across the board, AMP traffic spiked at 896%.

What we’re seeing is that on the one-year anniversary of Google’s efforts to speed up the mobile Web, many consumers have welcomed this technology as a fast and efficient way to access content on their mobile devices.

To AMP or not to AMP
In a world where consumers are increasingly fragmented across devices and platforms, media companies have lots to consider when deciding how to best get their content in front of audiences. There’s no one-size-fits-all and every channel has its drawbacks and opportunities.

Google has a vested interest in the Web given their core business, and their investment in AMP makes a lot of sense. But at an industry level, this technology truly does enhance how consumers access content on mobile devices; Facebook has a similar deployment with Instant Articles. Anybody who has tried Google AMP can attest to how smooth the experience is. And for a media company, this is what audiences are craving.

Within Adobe Marketing Cloud, we have the pleasure of working with some of the largest media companies in the U.S. When AMP was first made available, we announced our support and have worked with customers to successfully implement the technology.

What we’ve found is that beyond the technical hurdles – such as implementing the proper tracking before deployment – there’s a small cultural shift that has to happen as well. Developers must sit down at the table with designers to determine the best approach that satisfies both parties. At the same time, AMP is also a forcing function for brands to think not only mobile-first, but mobile-only.

AMP now represents 7% of traffic for top publishers and this will likely increase, especially as smartphones become the dominant way for consumers to interact with the world around them. Digital transformation is upending the media industry in so many ways, and brands will have to keep a close eye on developments like AMP to make sure the experience they deliver is stellar.

AMP is a technology to watch in the coming years and it is setting itself up to disrupt not only the mobile web for the media industry, but also the mobile web as a whole. If your company is ready to make the jump to AMP, make sure that measurement is front and center because success that can’t be measured is no success at all.

For details on how to setup AMP pages and how to track them, just check out our documentation. Happy AMPing!

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/analytics/google-amp-one-year-later/

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