AMP: The new mobile experience

Have you already clicked on a link from your Facebook timeline, while scrolling on your mobile, and gave up loading the page, because it took too long?

Or was impressed because the loading seemed rather instantly?


  • what the big publishers are using to make page loads super fast.
  • what is Amp and how it works
  • what’s coming for ads

The best user experience.

Winning audience and shares starts by creating an amazing user experience that delights its customers. And having content delivered as fast as possible is for sure a better user experience.

Try clicking in an article from NYTimes and one from Washington Post. Both load much quicker than most pages, but specially the Washington Post, which seems instant to the human eye.

Washington Post articles are using the latest technology on loading pages. 55% of WAPO’s readers come from mobile links. By giving a consistent user experience to its users, with the fast loading speeds, WAPO links are more often clicked again.

The technology is called AMP: Accelerated Mobile Pages.

Slimmer webpages

Of course, master developers have been using similar approaches, and AMP is basically a set of best practices that comprehend all this for a very simple page focusing on the best experience.

  • Content First
  • No jumps – everything is sized beforehand.
  • Control over Ads or 3P – low priority
  • Performance Intervention

In order to get the best performance possible, it is recommended to use AMP for simpler pages – like a landing page or an article page.

There are strict ways of building AMP and it has to go through a validation process in order to work. CSS Transitions and Animations are limited to transform and opacity. All scripts must be asynchronous. And the CSS must be written inline, for it to load in a better order.

AMP for Ads and Landing Pages

Doubleclick is developing Amp for Ads, and Amp landing pages, making the experience more natural end-to-end – due to its instant load time.

Mobile ads will have limited features but using the AMP approach, Ads will load faster – after the content. Since ads are unpredictable – can have video, or simple gif, or live-data… , A4A – Amp for Ads creatives will have a few limitations – like AMP, making it a nice challenge for creating engaging content.

There’s not much information about when this will take place, but I’m sure I’ll come back and edit this article very soon with that.

Learn More:

AMP Anatomy

The Washington Post case study

AMP for Ads

If you have any questions,
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