Google's AMP sees click-through rates increase by 200%
Web publishers using Accelerated Mobile Pages (AMP), Google's open source video inventory, saw click-through rates increase by 200%, according to research by Google and video tech company Teads. The research also found completion rates on AMP were up by 15%, while ad performance had risen by 18%. Analysis by Google also found that 80% of publishers enjoyed "significantly higher" viewability rates, while 85% experienced higher engagement. Trinity Mirror, Mashable, Rodale and L'Express are among the publishers using AMP.
 

As tech giants continue their push to speed up load times for advertising and publishers across the mobile web, early numbers from one of them seem to show that faster ads really do work better.

According to research released today by Google and Teads, the video tech company, mobile publishers using Google's AMP (Accelerated Mobile Pages) video inventory perform better than those that stick with the traditional mobile web.

Results showed publishers using AMP, an open-source Google initiative, saw clickthrough rates increase by 200 percent, completion rates increase by 15 percent and ad performance increase 18 percent.