Pratik Rathod, Director of Product Management, Polar
Speed is king, and in this complicated and periodically bloated age of the mobile web, the publishers that can load content instantaneously are in a far better position to provide a smoother reader/viewer experience. However, with faster load times for AMP-enabled sites, there come new challenges (and opportunities) in maintaining a consistent user experience between content and ads.
Polar has focused on enabling stellar mobile experiences for more than eight years; this is why Polar was excited to be one of the few tech partners selected for the AMP launch.
The Accelerated Mobile Pages (AMP) launched today -- with the support and participation of hundreds of tech partners -- and the industry initiative holds much promise for publishers trying to more quickly and effectively enhance the user’s ability to consume the content that most interests them. Specifically for publishers, AMP opens several areas of increased opportunities to drive consumption, loyalty and revenue, ultimately improving the overall user experience as content and advertising relationships are also strengthened -- a win-win for publishers, advertisers and consumers alike
Throughout Polar’s work with publishers over the last eight years, we’ve seen the impact that mobile and digital performance can have on publishers’ user experience and content consumption. We remain steadfast in enabling our publishers to navigate the ever-changing digital landscape to ensure they continue to create and deliver stellar native content promotion.
So why should publishers embrace AMP?
- Enhanced User Experience. AMP is about speed and how that speed affects the overall user experience. Research shows that a mere 1 second delay in load time drops pageviews by 11 percent and customer satisfaction by 16 percent. With AMP, publishers are able to merge quality content with speed, with seamless transitions between content, ads and third party sites -- all feeding into creating an environment that encourages audience loyalty and openness to ads. The post-click experience (like in native) is core to the success of all content businesses, be it publishers or content platforms like Twitter, Facebook, and Google. The bet is that improving the mobile web experience, users will consume more digital content and that's good for everyone.
- Increased Traffic. Traffic from Google Search, Google News, Pinterest, and Twitter is expected to account for nearly 50 percent of mobile traffic for many publishers by the end of 2016. With slow load times, audience abandonment is a real issue. The faster content loads -- hooking and holding attention -- the higher probability for content sharing and organically-increased traffic.
- Reduced Operational Cost. Highly cacheable sites equate to lower operational costs, and with Google offering to host AMP pages on their global content delivery network (CDN), high speed and affordability are now in tandem.
Polar’s history and premium native ad leadership, has now led us to working closely with Google’s product and engineering teams. Additionally, we are working with The Washington Post and Telegraph, through Polar’s closed AMP Beta Program, who are among the first premium publishers to embrace AMP.
We expect that the performance and engagement of native ads and branded content will be greater on AMP than on normal websites (both desktop and mobile). We’re looking forward to seeing how the next several months develop as more publishers embrace AMP and enhance the user experience through improved speed and seamless transitioning.
Polar will share data and learning to drive additional publisher success and best practice.