Google touts ROI of AMP display ads, adding they perform best on AMP web pages

Volkswagen reported a 48 percent lift in CTR running an AMPHTML ad on an AMP page.

Chat with MarTechBot

Display ads created using the open source (Google-led) Accelerated Mobile Pages (AMP) framework perform better on AMP pages than on non-AMP web pages, Google said Wednesday.

The company also found that its AMP display ads — which it calls AMPHTML ads — perform better than non-display ads.

As of January of 2019, 12 percent of all display ads served by Google are AMPHTML ads.

A Growing Share Of Google’s Display Ads On The Web Are Now Built With AMPHTML Ads 2019 02 20 13 57 17

Higher overall ROI. AMPHTML ads provide overall performance benefits and security guarantees, which “translate to better advertiser ROI, publisher revenue and overall better user experience,” said Vamsee Jasti, product manager, AMP Project, Google.

AMP ads are built with carefully reviewed open-source code.

“As a result, ads written in AMP start performant and stay performant,” Jasti said. “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.”

AMPHTML on AMP. Jasti said that AMPHTML ads delivered to an AMP page perform even better than the same ad running on a regular web page, while giving advertisers better clickthrough rates and viewability.

Google AMP client Volkswagen reported a 26 percent increase in CTR for an HTML5 ad on an AMP page versus a standard HTML page; AMPHTML on that AMP page resulted in a 48 percent lift, Jasti said.

Why you should care. AMP has been heralded as a possible solution for advertisers who are increasingly concerned about issues of speed and safety. On Tuesday, Google suggested AMP landing pages for advertisers who want to improve mobile speed scores.

“AMP pages have seen steady growth over the past few years and advertisers now have access to well over 1 billion impressions/day worth of premium (from a user experience and ad experience standpoint) inventory,” Jasti said. “In addition, more than 35 percent of ads served to AMP pages are already AMPHTML ads.

Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.

About the author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

Fuel up with free marketing insights.