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What is AMP
and do I care?
Megalodon: The Monster
Shark Lives
Mobile is too slow.
Facebook
Instant Articles
Apple
Newsstand
Native Apps
What is it? What is it
for?
Should
you use it? Prioritization
What is it? What is it
for?
Should
you use it? Prioritization
2 Things
A set of rules for web
development which
guarantee speed
And, distribution.
www.wsj.com/article-headline www.wsj.com/amp/article-headline
https://amp.gstatic.com/v/s/www.
wsj.com/amp/article-headline
www.wsj.com/article-headline www.wsj.com/amp/article-headline
https://amp.gstatic.com/v/s/www.
wsj.com/amp/article-headline
rel=”canonical”
rel=”amphtml”
www.wsj.com/article-headline www.wsj.com/amp/article-headline
https://amp.gstatic.com/v/s/www.
wsj.com/amp/article-headline
rel=”canonical”
rel=”canonical”
rel=”amphtml”
What is it?
How is it
being used?
Should
you use it? Prioritization
What we’re currently seeing in Google.
What we’re currently seeing in Twitter.
Previously they’ve tried this:
Does the future look like this?
What is it? What is it
for?
Should
you use it? Prioritization
Is Google News an
important traffic source?
1
For most of you - probably
not.
Do you make a lot of
content?
2
Do you want your content
distributed?
3
Do you have a site with a high
proportion of mobile traffic and are
you risk averse ?
4
Do you have a site speed
problem and does it consistently
get deprioritized?
5
Is Google News an important traffic
source
Do you want your content distributed?
Do you have a site speed
problem?
Is a large proportion of your traffic
mobile and are you risk averse?
Yes
AMP
No
No
HOLD OFF
Yes
Do you make a lot of content?
No
HOLD OFF
Yes
No
HOLD OFF
Does speed keep getting
de-prioritized?
No
HOLD OFF
Yes
AMP
AMP
Yes
No
What is it? What is it
for?
Should
you use it? Prioritization
Effort
Return
What’s the return?
Quad Aces from fitzsean is licensed under creative commons 2.0
20 publisher comparison
Desktop AMP Load time
reduced by
Document
Complete -
7.20 1.17 84%
Start
Render
1.34 0.87 31%
Visual
Speed
3.22 1.15 64%
Back to
search
Another
article
Another
article
Case study for lifestyle site:
Pages/Session
AMP 1.09
Non-AMP 1.87
This is a bet on the future. The
absolute traffic you’ll see tomorrow
isn’t huge.
How much effort I will need?
The harder parts of converting to AMP
1. Do you use intrusive ads?
2. Which ad networks do you use?
3. Turn off JS
4. Do you have un-common article formats?
5. DO you use Flash. Java, ActiveX or Silverlight?
6. Do you have a 3rd party font provider?
7. Has your platform already started on the conversion?
Do you use intrusive ads?
1
● Interstitials
● Adhesion Ads
● Auto expanding ads
● Pre-roll video ads
● Header bidding
● Interstitials
● Adhesion Ads
● Auto expanding ads
● Pre-roll video ads
● Header bidding
Subscribe to this talk and learn the
ancient marketing secrets of the Aztecs
No I’m scared of Huitzilopochtli
YES
I want to learn how to sacrifice
goats for better CTRs
2
Subscribe to this talk and learn the
ancient marketing secrets of the Aztecs
YES
I want to learn how to sacrifice
goats for better CTRs
No I’m scared of Huitzilopochtli
Subscribe to learn font secrets, like how Comic Sans can increase your CTR by 10%
● Interstitials
● Adhesion Ads
● Auto expanding ads
● Pre-roll video ads
● Header bidding
Subscribe to learn font secrets, like how Comic Sans can increase your CTR by 10%
Which ad network do you
use?
2
Supported Networks
•A9
•Adblade
•Adform
•Adman
•AdReactor
•AdSense
•AdTech
•Criteo
•Doubleclick
•Flite
•Improve Digital
•Industrybrain
•MediaImpact
•OpenX
•plista
•PubMatic
•Revcontent
•Rubicon Project
•Smart AdServer
•Sortable
•TripleLift
•Teads
•Webediads
•Weborama
•Yieldbot
•Yieldmo
It’s moving fast. A month ago there
were 12.
Now there are 26.
bit.ly/amp-adnetworks
3
Turn off JS
Do you have un-common
article formats?
4
AMP only allows a set of embeds at
the top of an article
Supported embeds
• accordions
• carousel
• lightbox
Layout AudioVideo
• gifs
• brightcove
• daily motion
• facebook
• reach player
• vimeo
• vine
• youtube
• audio
• soundcloud
Social
• instagram
• pinterest
• Twitter
• facebook
● polls
● quizzes
● code visualizers - codepen
● data visualisation
● video
● everything else
Examples of not supported embeds
Do you use
Flash, Java, ActiveX,
Silverlight...
5
Do you have a 3rd party font
provider
6
● https://fast.fonts.net
● https://fonts.googleapis.com
Has your platform already
started on the conversion?
7
All these CMS’s support AMP
To do next week:
1. Evaluate if you need it
2. Work out the return & effort
For most people here:
Go out and try AMP
bit.ly/amp-intro
Thanks! - @dom_woodman
Ovation by Jason James licensed under Creative Commons 2.0.

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What is AMP and do I care?

Editor's Notes

  1. which brings us to AMP - public domain
  2. there’s something entrancing about crap TV. the discover channel is great at it, I know Me galon the monster shark lives is terrible, but can’t help myself This is a program about megalodon the largest shark that ever lived, weighed up 70 tonnes. Most people think it’s extinct. But is it? God I’m pulled in already. When they start thorwing up black and white shots of nazi uboats and shaky cam footage I’m all sold --- connect with runnign out of problems that can solved by hsarks
  3. Recently what I’ve been loving is the Flash, the acting is terrible, the writing is terrible. But what I love most is watching writers slowly go mad as they try to come up with new bad guys who can beaten by running faster. to begin with he can pick up bombs and run them out of the city, and then it goes full on batshit marvel insanity by the end he’s stopping tidal waves, fighting a giant psychic gorilla and accidentally going back in time. Turn back a tornado Have someone get so tired they can’t be a superhero any more carry away explosive super heros run fast enough to hit someone really hard run fast enough to go through time I’ll run around it in the opposiite direction he hits a man at the exact speed to turn off his powers someone turns into a bomb who he thens runs out of the city nothing is impossible barry runs back and forth to create a barrier - runs so fast he goes back in time run barry run
  4. google deos have problems that can be solved by speed specifically mobile mobile is slow - if you search for articles on you phone the websites are slow and jump around when loadibng and your connection is spotty how do they speed up this experience crucially unlike their their competitors can’t control the ecosytem -- rattle off some things google has done with speed --protocosls SPDY, page speed test -- maybe someday will run out of problems that can be solved by speed -- one of there solutions to this problem
  5. Who does have problems that can be solved by speed? Google. Native apps, Apple News stand, Facebook instant articles, all have been designed to give a fast experience. Google needs to compete, but unlike these companies it doesn’t own a closed ecosystem. It was to work with everyone. janky transition
  6. we’re gonna go over 4 things
  7. we’re gonna go over 4 things
  8. it’s framework, -- a tructured way of building (remove framework) set of rules and a structure for building -- preset components of JS // if everyone is using presets you could install on a browser // clever js image loading --
  9. a set of rules for web design which if you follow gurantee speed. it only allows certain html elements it only allows JS to run in certain ways
  10. intangible and scary - but actually it’s not
  11. -- you can trigger this with broad keywords -- or high volume news
  12. hang around for longer - to help people process it re-order visually? maybe put the question abotu taking traffic above
  13. -- mention it lacks <form>, <input>
  14. -- distributors / apps
  15. comaprison against mobile ffriendly badge
  16. no - immediately turn off
  17. are you guys blogging - hold off for a year
  18. see if we can separate into different section after flowchart - split technical with politics cut out some of th reasons
  19. change colours - change to hold off
  20. effect over effort slide
  21. what what what? Switch to loads in x of the time
  22. Address that elephant
  23. The first two are about, how do you make money. Marketers can be like the dog with a bone. We grab hold of your leg and don’t let go. Actually we chase you down street and don’t let go. Then when you have kids ROADBLOCK
  24. Cateogorise the embeds -
  25. scrap wistia qualeroo surveyr
  26. public domain
  27. Tie back up