Publishers Can Now Use Video Ads Through Google’s AMP Pages

Creates another source of revenue

Google unveiled updates for ads and other products this week at its annual I/O conference. Getty Images
Headshot of Marty Swant

In its bid to make the mobile web faster—and more profitable—Google is adding more capabilities to its accelerated mobile pages to help publishers make more money and users waste less battery power.

At its annual I/O developer conference this week, Google unveiled several updates for its AMP (Accelerated Mobile Pages) Ads initiative, including the ability to add video ads, use less battery power and integrate more third-party measurement. Already, since first launching AMP early last year, more than 2 billion AMP pages have been created, according to Google, with an average load time of up to 5 seconds faster than other pages on the internet.

Google is also adding new creative formats such as carousels, video parallax and ‘LightBox.’ In a blog post detailing the updates, Vamsee Jasti, a product manager for AMP Project, said the company now allows creative management platform Celtra to support ad creation.

“Celtra’s AdCreator platform is already used by thousands of brands and publishers globally to build immersive, rich media ads,” Jasti said. “By integrating support for AMP Ads in this easy-to-use drag-and-drop software for creating ads, all of their customers can now easily create beautiful and fast AMP Ads.”

In addition to the new formats, Google’s faster load times allow for less battery usage not only video but also for animated and automated ads. (The company said animated AMP ads drew 80 percent less power than others.)

As part of the updated program, Google also is adding third-party accountability through a partnership with analytics platform Moat, which will support AMP Ads in the near future with real-time, multi-platform measurement. The addition could help marketers better understand how ads’ engagement rates improve when they’re faster and lighter.

“Attention is the key to branding, and seamless ads and content that load quickly provide a better experience to capture that attention,” Jonah Goodhart, CEO and co-founder of Moat, said in Google’s blog post. “We’ve seen consumers respond negatively when faced with slow load times or a poor user experience. The AMP Ads initiative represents a huge step forward for the industry and consumers, and we’re proud to contribute independent measurement to the AMP Project’s ambitious plans to improve web experiences.”

@martyswant Marty Swant is a former technology staff writer for Adweek.