Since its launch in 2015, the AMP Project has flourished: across 900,000 domains, Google’s AMP now powers over an estimated 2 billion mobile pages. Two years later in 2017, the AMP team is continuing to regularly roll out a selection of developments, changes, and features that range all the way from tiny to transformative.
For example, this year alone the AMP team announced plans for paywalls and subscription models for publishers, as well as the ambitious AMP Ads initiative, and new industry benchmarks for mobile page speed.
With so many large developments having been revealed in 2017, we are going to turn our attention towards 2018 to explore what might be up next for the AMP initiative.
“Teaser” Pages Will Disappear
In November, Google announced that “teaser” pages—AMP pages that feature just a snippet of content that doesn’t match the content of the original page—will be redirected to the original version of the page. This means that publishers using those “teaser” pages stand to miss out on the benefits that are offered by AMP versions.
This change will come into force starting February 1, 2018, so we can expect a more consistent AMP experience across the board later in 2018 as the small number of rogue publishers become compliant. You can dive into more detail on “teaser” pages here: To defend user experience Google will remove “teaser” AMP pages in 2018.
AMP Ads Will Enter Phase 3
The AMP Ads initiative will enter its third phase in 2018, meaning that Google will aim to “build tooling and market incentives to make AMP Ads the de-facto technology for display ads on the web”. AMP Ads are much faster than other traditional display ads, meaning better viewability results for advertisers and improved revenues for publishers. Find out more about the AMP Ads initiative here: Time Is Money: How Google Is Working To Get AMP Ads Up To Speed.
Paywalls Within AMP Will Be Developed Further
Adding paywall and subscription support has always been a priority within the AMP community but no simple, out-of-the-box solution existed for publishers in the past. There are emerging initiatives that could change the way that paywalls are treated within AMP, and as publishers consider how to reshape their monetization strategy in 2018, we may observe a growth in paywalls within AMP pages.
Demand For Speed Could Drive Adoption
Last year in its “Need For Mobile Speed” report, Google revealed that 53% of mobile users abandon sites that take longer than 3 seconds to load. Google has also revealed that 70% of cellular network connections globally will occur at 3G or slower speeds through 2020. Slow network connections combined with a demand for speed will grow reader expectations, meaning that more publishers will adopt AMP to accommodate for these demands.
Looking to integrate AMP into your strategy for 2018? Be sure to check out our blog post: “Five Benefits of AMP Pages for Publishers”. You can also subscribe to updates from our blog by using the form below: