Advertising & AMP: Driving ROI with speed (AMP Conf ’19)
Articles,  Blog

Advertising & AMP: Driving ROI with speed (AMP Conf ’19)


♪ (music) ♪ Hi, everyone. My name is Vamsee. I’m a product manager
on the AMP Core team. So when AMP first started, we always designed it
on top of user-first principles. And advertising is no different. So a quick show of hands. How many of you are happy
with the current state of advertising? Not me. So, there are many classes of problems
with advertising on the web, but we actually think
we can solve two of them pretty easily, with AMP. The first one is run performance, and the second one is security. So, today, we’ll talk about
three separate products to address those issues. But first, let’s level set
with some of the challenges we see with the display ad’s ecosystem. So this is the first, earliest form
of print advertising ever known to mankind. It’s an ad made on a copper printing plate with a high degree of skill. And an owner simply hung it
on top of their store and had people come visit the store. It’s a very simple model. It worked. Advertising on the web
has become completely different, though. It comes with its own set of challenges. The number of value-adding
marketing technologies has exploded, from spam detection to viewability
to ad servers to measurement. Advertising on the open web brings
a lot of transparency and efficiency, but there is a problem: as the number of people
increased in the ecosystem, and delivering the campaign,
the transparency decreases. It’s hard to pinpoint
who is writing inefficient code or who’s causing malware. This is a study conducted
by The New York Times where they measured
how much it costs a single user on a per-page data load. And you’ll notice
that the editorial content is one-fourth of that
of advertising content. And here’s a different type of problem. Traditional ads do this thing
called “waterfalling,” where the initial ad is able to request an infinite number
of more third parties into the ad. And the problem is, as a result,
the ad is only as strong as the weakest link
in the entire waterfall [chain]. So you’ll see things like on the left, where seeing popups or, on the right, having cryptominers mine your CPU
off of your devices without your knowledge via ads. So, to solve these problems,
we created AMPHTML ads. These are display ads written in AMP. Not only do they load faster,
but they’re also more secure. Let’s see why. So, since AMP is an open source
project and a framework, it’s perfectly clear who wrote the code
and how performant it is. It’s very easy to determine
the performance of the code by just simply going in there
and looking at it. But the nice thing about AMP
is that it won’t even get to that point, because if somebody’s trying
to commit a piece of code that is non-performant, chances are it won’t even
be merged into the repo. Second, all of the code
in AMPHTML ad is declarative, which means that one can’t
dynamically load more code on top of the existing code. So no more waterfalling. This also allows the ad
to be statically validated. So, once an ad is valid by the creator,
that is the thing that is actually going to run in the browser;
there’s not going to be more third parties being able to call out
and fetch more resources, and we wouldn’t have the same problem
we saw with waterfalling. AMP is extendable, which means that, a) you can build your core building blocks of advertising technology within AMP, and, on top of that, third parties
can build their own implementations or third-party support
within those third-party building blocks. A good example is Moat,
a viewability vendor that is one of the biggest
in the industry. And they use AMP Analytics, and they’ve built
a Moat extension on top of it, just collecting
the same information they need. So, as you’ll see, Google already serves
a number of AMPHTML ads in the ecosystem already. And all of this functionality,
which is highly performant, is wrapped into a single library. So the chances are the ad,
whenever it serves to a web page, is highly cached in the browser. So, for example,
if I’m a user visiting Site A and end up seeing an AMPHTML ad, and when I go to Site B
all of the core infrastructure and runtime is already downloaded for me– so I’m not essentially
downloading more bytes. And, finally, AMPHTML ads are run
on both AMP pages, of course, and non-AMP pages, and mobile app support
is coming in summer. So, so far, I’ve talked about
all the wonderful ways AMPHTML ads are great
from a user standpoint, but they have to make business sense in order for advertisers
and publishers to adopt them. So here’s the punchline
for my entire talk, and the one key takeaway, which is that speed
directly translates to revenue. This is true in general, right?
On web pages, as well. So, for example,
when you go to a web site, if it doesn’t load, chances are
you’re going to bounce. For ads, it’s true, because publishers lose impressions
when ads are slow. And, for advertisers, it ends up driving lower click-through rates and viewability because the chances are
you’re not going to be able to click on an ad
that you don’t actually view. So let’s look at a bunch
of real-world examples of how AMPHTML ads drive revenue. So, first, I’d like to invite
Yasuda-san from So-net to share their experiences
with AMPHTML ads. And note, at this point, Yasuda-san
is going to talk in Japanese, so if you want, please put on
your English headsets. ♪ (music) ♪ Good morning. My name is Takahiro Yasuda. Today, I would like to talk to you
about the performance of AMPHTML ads. I am from So-net Media Networks. It is a Sony Group company which offers
marketing technology in Japan. We provide RTB Ad Buying Platforms or Demand Side Platforms. We buy realtime ad space
in the whole country and deliver ads. Our service is named Logic-Ad or Logicad for short. Centered on Google Ad Manager, we are connected with many ad exchanges and supply-side platforms. We handle over 300 billion
ad spaces per month. We deliver ads to various devices and handle ad formats in AMPHTML, HTML, native, and video. I will talk about the effectiveness
of AMPHTML ads. For mobile pages, there are HTML pages
written in normal HTML and AMP pages written in AMP. Similarly, for ads, there are HTML ads written in HTML and AMP ads written in AMP. We collaborated with Google engineers and implemented a function
to deliver AMPHTML ads to AMP pages in 2017. In 2018, we implemented
a function to deliver AMPHTML ads on HTML pages. I would like to show you the outcome of delivering AMPHTML ads
on these two types of ad spaces. Firstly, we compared publishing HTML ads and AMPHTML ads
on AMP pages. The test protocol involved over 1,000 ad campaigns by using these two technologies which look virtually identical. The results show that AMPHTML improved CTR by 12% and reduced CPA by 11%. This is a huge improvement
in ad effectiveness. Next, we compared the delivery
of HTML ads and AMP ads on standard HTML pages. This led to better results
than in the previous case. CTR improved by 34% and CPA reduced by 27%. This is also a significant improvement
in effectiveness. When we compared the time
necessary to display ads, we found out that AMPHTML ads
were quicker by 28%. We concluded that a faster display resulted in higher effectiveness. You can find more detailed information on So-net Media Network’s website. I believe there are three advantages to using AMPHTML ads. Firstly, as explained previously, they improve ad effectiveness. Due to these good results, we tend to use AMPHTML ad technologies as much as possible when delivering ads. Secondly, AMP allows visual effects similar to JAVA scripts. Creative ads with movement can be implemented
within AMP’s fast and safe environment. Thirdly, viewability can be measured. Compared with HTML, it is much easier to measure viewability. Viewability measurement is required
for transparent ad delivery. At Logicad, these advantages
are explained to advertisers and we aim to actively use AMPHTML ad technology. Thank you very much. ♪ (music) ♪ (applause) (Vamsee) (in Japanese)
Thank you very much. So let’s switch to some examples
how Google uses AMPHTML ads. So this is interesting
if you didn’t know this already. When ads serve, they serve
into cross-domain iframes, and that’s to protect the ad
from the page and vice versa. But, it turns out, cross-domain iframes are actually pretty expensive to render. In AMP’s case, since it’s fully validated, there’s no custom JavaScript in it and therefore it can serve
into friendly iframes. This speeds up the entire ad, and ends up driving the AMPHTML
ad version to be much faster. And remember how I said
speed translates to revenue. So, in Google’s case, this resulted in 1% higher impressions for publishers– and this was an experiment
that was initially run but it’s all across the web right now– which means that publishers
are able to get higher payouts from simply serving
the AMPHTML ad version without any changes in the visual quality. And advertisers saw
an increase of click-through rates of close to 3.83% in CTR
and 4.88% at the paid-CTR level. So, recently, Google Ads mandated
that new advertisers coming on board who don’t have a reputation history
only use AMPHTML ads. And this is to prevent abuse
from advertisers creating fake accounts and spreading malware through them. And, for established advertisers, Google has begun automatically
converting HTML5 ads to AMPHTML ads by ensuring that [they are]
visually same whenever possible. But delivering smaller bundle sizes
and better ad performance leads to overall just better revenue– because speed translates to revenue. I’m probably going
to repeat that another five times. We’ve noticed that,
at the 50th percentile, ads were 17% smaller, and at the 90th percentile,
ads were 55% smaller. So that’s amazing–
more than half the bytes saved for ads. As a result of many
of the efforts across Google similar to these ones, we’re seeing that Google now serves 12% of all ads served to the web in AMPHTML. And this is across both,
of course, AMP pages, but also non-AMP pages, because they make up
a significant amount of the web today. We continue to get
more advertisers on board just natively uploading
AMPHTML ads by default. But in order to do this,
we need to ensure that there’s great
creative tooling capabilities. So, today, I’m really, really excited to have Ajay Shukla
from Adobe Animate come join us to tell you about AMP support in Adobe. Ajay? ♪ (music) ♪ (Ajay) Thank you very much! Thank you very much. My name is Ajay Shukla, and I’m the Project Manager
for Adobe Animate. And I’m very happy to be here
to support the wonderful AMP project. So, we all know that Adobe
is at the forefront of creativity. Tools like Photoshop, Illustrator,
InDesign, Animate, and others have essentially defined
what digital creativity could be. Talking about Animate, it has been a tool
which is there for almost 20 years. And during this time, it has designed,
defined, and nurtured animation in all its forms and on all devices. For those of you who don’t know
what Animate is, it’s the same tool as Flash Professional, so it has been there
for that long period of time. And I’ll talk a little bit
about what’s the difference between Animate and Flash Pro. It’s a very simple tool, and this is just a sample of examples where people who are professionals,
as well as amateurs, have used the tool for creating
different kinds of content. It’s used in large studios
and used in schools at the same time. It has many use cases, and one of the prominent
use cases is advertising. Today, the majority of the HTML5 ads
are actually created with Animate. It’s a platform-agnostic tool. What that means is you can
create animations the same way irrespective of what platform
you’re targeting. And it’s a multi-platform tool
at the same time, because you can export your animations to any platform of your choice. And we partnered with Google
to add support for AMPHTML. So, why did we do that? Well, we found that AMP
is a very performant and secure platform, and from an AMP perspective, Animate is a very simple
and visual multi-platform tool. Now, what I’m going to do
is I’m going to show you how to create, how to convert, and how to compare ads
across HTML5 and AMP. And there’s a real-world example
that comes from Digitas, which is a Publicis company, who were trying to create
ad creators for Comcast, and the brand is Xfinity. So let me just show you. Now, creating AMP-based ads
is very simple. What you do is you essentially open an AMPHTML document. And there are four things on this stage– I’m not going to create
the whole ad here– but there are four main things in here. You have the stage which is at the top, you have the timeline, you have the tools on the right-hand side, and then you have the properties. And using just these four things, you can create any kind
of animations, including ads. And here’s an example. And this is all done in Animate. And I’ll show you [what] this looks like. So there’s the AMP ad, done with Animate. Here’s another example, done with Animate. So that’s the creative aspect– how do you create AMP ads from scratch? But let’s say you already have an HTML5 ad that you’ve created with Animate. You don’t need to recreate that ad. You can actually convert it
to AMPHTML format. So the same ad is available as a Canvas ad, and let’s say you began with this. This is a Canvas ad, and the way I know this
is because it says HTML5 Canvas. And converting this to AMP
is straightforward. You just go here, to File>Convert To>AMPHTML. And it’s basically converting everything
from Canvas into AMP. And there you go! So this is the AMP equivalent
of the HTML5 ad, without doing anything, or trying to do
any animations by yourself. One thing you would have noticed is,
in the outward panel, there were a bunch of things
which showed up, and this is basically when you translate from one platform to another platform. It’ll basically cut down any features
that are not available on a particular platform. So that way it’s a WYSIWYG
experience for you, and you can see the clear difference
between the HTML5 and AMP. But the other thing to notice, now that you have the same ad
across AMP and HTML5, you can actually compare
how the performance and other metrics are. And we use one of the plugins
which is actually not meant for ads– it’s called the Lighthouse plugin– and tried to compare and contrast
between the two. So on the left-hand side
is the AMP version, and on the right-hand side is the Canvas version. So it says Canvas over here. So AMP version and Canvas version. And you can see the First Contentful Paint
takes 2.9 seconds on the AMP side against 3.7 seconds on the other side, and time to interactive is 2.9 seconds versus 7.0 seconds on the Canvas ad. So, obviously, the AMP ads are performing much better than the Canvas ads
from this metric. Let’s look at another metric, and I’ll encourage you
to try it out yourself and see the comparison. But the file size is 342 KB
on the AMP side versus 238 on the Canvas side. So Canvas ads are actually smaller
as compared to AMP. And we’re working with Vamsee, and he’s promised me that they’re working
on improving the payload size as well. So, once that happens, you will have the benefit
of the payload size and the performance, both. So that was Adobe Animate and creating AMP ads with Animate– the creation, the conversion, and the comparison of AMP and HTML5 ads. That’s all I had. I’m very happy to continue supporting AMP. (Vamsee) Cool, thank you, Ajay. (Ajay) Thank you! (applause) There are also a number
of other tooling companies adding support for AMPHTML ads. So here’s a quick video explaining support
for AMPHTML ads in Bannersnack. (narrator) AMPHTML banner ads
are the next big thing in online advertising technologies, which made implementing them
a must for Bannersnack. Now you can create better banner ads
using the AMPHTML technology in our leading banner design platform. Add images, buttons, or vector elements,
all of which can be animated, and the ad
for your next campaign is all set. AMPHTML banner ads are faster,
lighter, and more secure than traditional HTML,
so the demand was inevitable. You can download the whole banner set
in AMPHTML with just one click, and it’ll be ready to upload
to your Google Ads account in no time. Besides, AMPHTML banner ads
have smoother animations, an almost instant loading time
on any device, and can be up to 50% lighter in comparison with a normal HTML5 banner. These ads are delivered
only after being validated, making sure that they’re built
on high-quality code without any malware. AMPHTML banner ads are supported
by a wide range of browsers and many different advertising platforms. That was an ad
about creating ads… very meta. So here’s the final creation options
for an ad developer. Of course, you can just use
images or text inside of AMP and have them create simple ads, but we want to provide developers
with great creative flexibility. So, of course, you can hand-code
using CSS animations or take full advantage
of the Web Animations API, but from a tooling standpoint,
there’s support from Google Web Designer, Celtra, Bannersnack,
and Animate, of course, as you saw. And here’s a brief peek
into what’s coming. I’m not going to go through all of them, but generally, in Q2, we’re going
to be working on mobile app support, and therefore an advertiser
can create a single ad and have it run
across mobile, web, app, etc. In Q3, as Ajay mentioned, we’re going to be working
on a lighter runtime. So right now we ship
the entire AMP page runtime, and there’s no need because the ads’ use cases
are much smaller. And in Q4 we’re going
to be supporting gesture support, so for more interactive swipe,
gesture-based ads. And also dynamic ads, so you can do things
like fetch client-side information– so like being able to load
the real-time weather in Tokyo right now as you’re viewing the ad. So, with that,
I’m going to turn it on to Kat, and talk about monetization. (Katharina Familia Almonte)
Thank you, Vamsee. Okay, I’ll talk about AMP monetization. And, just to be clear,
what we mean with that is putting any type of display ad
on your websites to make money off of advertising. When we first started with AMP, we really wanted
to strike the perfect balance between delivering
the best-in-class user experience to users of AMP, but also giving you all the tools to make the most revenue
for your business. So here are a few examples
of how we do that. For example, any ad on an AMP page
has to declare its size before the ad request can be made. That’s to avoid content reflow. Interstitials that pop up
and block content without any user interaction
aren’t possible in AMP. And another one, which is more recent, when we launched Fast Fetch last year– Fast Fetch means
we fast fetch ads on AMP now. They’re fetched as fast
as possible, asynchronously, and the ad only renders
when it’s likely to be viewed. So these are some examples. Having said that, AMP monetization
still performs really, really well. And I want to give you some stats,
talk about some features, and then we’ll look into
some success stories. So we talked to our friends
at Google Ad Manager and Google AdSense, and they have seen ads on AMP pages grow 300% year over year,
which is pretty impressive. And keep in mind that this number
does not include other ad networks. AMP supports over 150 ad networks today. It doesn’t include
direct-sold ad revenue either. So this number really shows
that publishers using these platforms, they continue to invest in AMP
and in AMP monetization. We’ve done a lot of work
over the past few years to make sure that you, as publishers that depend
on display advertising, have all the tools that you need to make the most revenue
from your inventory. So I’ll go through
just a quick list here of things that– They’re not all brand new
so you might have heard of them, but I want to make sure
all of you are aware of these functionalities. For example, you can do ad refresh on AMP. You can do roadblocks on AMP. You can do fluid ads, responsive ads. You can do header bidding on AMP. We actually work with a lot
of the top header bidding providers today. They are supported
through Real Time Config (RTC). You can integrate
with data management platforms and consent management platforms. I’ll come back to that in a second. You can do video advertising. You can benefit from Fast Fetch,
which I just mentioned earlier. And you can do auto ads. So these are just some examples. I want to continue by just calling out
the most recent four launches that we’ve done in this space, which you might not have heard of yet. So I’ll start with this one. We enhanced the AMP consent functionality. Let me explain to you what that means. Publishers are facing an increasing ask for providing users
with consent choice and consent notice, for example, due to
the General Data Protection Regulation, GDPR, in the EU. So, last May, we launched amp-consent. It’s a component that makes it super easy for you to manage consent flow
in AMP inventory. What’s really brand new
is that we launched the capability to integrate with third-party
consent management platforms which we know many publishers work with. So if you work with one of them, tell them it’s time to integrate with AMP, because we got this functionality ready. AMP-ima-video is a component
we launched over a year ago to make it really easy
to do video advertising on video content on AMP
with the ima-video SDK. And you can do that
with any of the ad networks that support that SDK. So we just launched a couple
of enhancements to that functionality. For example, you can show video controls
when you hover over the video. You can mute/unmute the video. You can replay or loop the video. I want to thank Rebecca Close,
an engineer at Buzzfeed. She contributed and tested all of this,
which is really amazing. We launched iframe sandboxing
for all ads on AMP. What does that mean? Iframe sandboxing allows web developers to set restrictions to the capabilities
an iframe can perform, like the rendering of display ads. AMP now uses this functionality
to sandbox all ads on AMP, which completely eliminates the risks for auto-redirect ads, for example, and therefore protects the user. This is now working for all users
of Safari, Chrome, and any other browser
that supports iframe sandboxing, which is about 75% of the mobile web. And one more example
is no more synchronous requests from ads on AMP pages. Synchronous requests
are a really bad user experience. They completely block the user from being able
to do anything with the page until the network request
either succeeds or fails. The problem is, in display advertising,
there’s no incentive for developers of ad creatives
to write efficient code, so that opens up opportunities for bad ad creators
to do things that they shouldn’t. For example, something like trying
to artificially drive up viewability by firing heavy
synchronous requests to the page which completely blocks the user
to do anything when the ad comes into the viewport, and you’re forced to look at the ad, artificially driving up the viewability–
bad user experience. We don’t want that. Thankfully, Chrome released
a feature policy that allows deprecating
synchronous requests on iframes, and we basically turned that on
by default for all ads on AMP. Okay, before I go on into success stories, I just want to make one point. We do a lot of work to give you
all the tools that you need, as I just said,
and I mentioned some examples. But, at the end of the day, if you don’t put the same amount of effort into making monetization perform on AMP as you do on your non-AMP inventory, you just won’t see the same results. So this is a reminder
for you to do your homework. And if you don’t believe me, I have some really cool examples for you of publishers that have actually
really succeeded and seen amazing results. Okay, let’s look into this. ETtoday, number one news site in Taiwan. They have started with AMP,
I think in February last year. By April they decided,
“Let’s do it for the entire website.” And then, a few months in, they started
to really go into optimization. And they are a great example of a publisher that uses
a variety of ad formats to make the most
out of their monetization. So they, for example,
implemented a sticky ad unit at the bottom of the page,
which you can see in this screenshot. They also use auto ads
to automatically place and optimize the ad formats they have
throughout the pages, and they use AdSense Matched content, which helps place organic content and ads
at the bottom of the page. So here are the results. They increased speed
four times through AMP. Ad revenues were up ten times,
which is pretty insane. And CPMs were up to 150%
through the optimizations that they did. Next example, Jagran New Media–
a really big media company in India, and they have several websites. One of them is the number one
Hindi news platform, jagran.com. They are a great example of a publisher
really going deep into the data to reshape their AMP
and AMP monetization strategy. So what they did is they really looked
into the Google Analytics data they had and the Google Ad Manager data
they had for ad serving, and they tried to understand
what’s going on, how they can make more
out of their AMP inventory. And they realized 90%
of their article pages had AMP equivalents, but only 13% of their organic traffic
actually landed there, and only 1.25% of ad requests
were coming from AMP. So something was off. So they started fixing these things, and they increased AMP coverage
on their website. They also put the same amount of ads
on their AMP inventory that they had on their non-AMP inventory. And here are the results: 4.5 times more ad revenue, 15% higher revenue overall
from all their mobile traffic, and 115% more AMP pageviews. Before I go to the next success story, I quickly want to hone in
on one best practice that we often see publishers neglect
when it comes to monetization. And that is making sure
that all your ad demand that you have on your inventory
also has access to AMP inventory. Let’s say, your classic example,
you’re a large news publisher. You have some really high-priced direct-sold advertiser campaigns
come in, on the one hand. Then you might do header bidding,
and you might work with exchanges, and you might have ad networks, etc. Obviously, the higher the demand,
the higher the revenue. Simple rule of economics. That same thing applies to AMP inventory. So make sure all your AMP inventory
has access to the same ad demand. A great example here, for a publisher that has really taken
that advice to heart, is Times of India. Times of India started implementing AMP first in a few sections of their site. When they saw performance go up, they then increased it
to all of their site, and today they actually use AMP on more than eight of their websites,
which is amazing. And they are a great example of a publisher optimizing
their demand on AMP, but also ad density. And here are the results: page load time on 3G
increased 3.6 times, revenue was up 1.5 times
from advertising, and overall traffic increased six times. Last success story. This is a really interesting one. It’s coming from Europe, where the number one Spanish language
news medium, El País, part of the Spanish Prisa Group, they collaborated with the German
automotive company Volkswagen. El País is an early adopter
of AMP technology– they have been using it
from the very beginning– and they wanted to collaborate
with an advertiser that was really interested
in also trying to use new technology to make the most
out of their advertising campaigns. And they’ve done something very unique that actually, to date,
nobody else has done– but maybe that’s going to change
starting today– which is they combined AMP technologies across the funnel,
basically, of advertising. They put an AMPHTML ad
on the publisher’s AMP inventory, and when you click on that
you would land on a landing page from Volkswagen, also in AMP. And they noticed the more AMP
they added into the mix, the better were the results. So the results are: CTR went up by almost 90%, cost per acquisition dropped 40%, and the conversion rate went up
by almost 80%. Alright, I’ll leave you with that, and I’ll hand back to Vamsee. Thank you. (Vamsee) Thank you, Kat. (applause) Hi there. It’s me again. So I’m so excited
to talk about this section. I’m not supposed to pick favorites,
but this is my favorite section. So if you were here yesterday, you saw the amazing presentation
by Hong and Jon on stories and their tremendous rise
in bite-sized, visual-first content. We think stories can be used
as an opportunity to make advertising much more beautiful and immersive
than the current state. So there’s diverse ways
of monetizing stories, and today we’re going
to talk about three of them. First up is Story Ads. So if you’re a publisher
who’s created a story, let’s say “Ten Great Things About Dogs,” how do you monetize or fund them? To answer this, we actually looked back to borrow principles
from beautifully created magazines. When you look at a beautiful magazine, the ads are immersive
and take up the entire page. The ads are placed tastefully
in the right section, not very overloaded. And, finally, they’re flexible. It’s a blank canvas, and an advertiser can
mix and match the images and whatever else they need. With Story Ads, we wanted to ensure
that ads were immersive and take up
the entire real estate available. We also wanted to ensure
that the ad is only available and shown when the ad
is loaded fully in the background. So here’s an example of BMW
showcasing autonomous driving. And the placement of the ad is orchestrated
by the AMP stories runtime. The runtime optimizes the ad in a way that it loads the ad
in the background and only shows it,
just like a magazine, when the user gets
to that particular page. This has a really good benefit, which is it gives the responsibility
back to the runtime to balance the ad density
with publisher revenue. So, in that particular case,
when the ad’s ready it just splices it into the runtime. Third, Story Ads are open and flexible. Basically, advertisers can use
whatever they want to create in this beautiful real estate, be it images, video,
timeline-based animations. And they’re all built on top
of the AMPHTML ad framework, so the capabilities are endless. An independent agency
also put Story Ads to a test, compared to regular 300 x 250s, and they did better, in all metrics, across awareness, consideration,
and feature awareness. So Story Ads are already live
for publishers using Google Ad Manager. So if you’re an advertiser,
in this particular case, that’s into it, you can basically go talk to any publisher that’s serving stories,
or creating stories, and uses Google Ad Manager, to have them delivered to those stories. So here’s an example
of a Washington Post story that is talking about dogs, and when the time’s ready
and the ads load in the background, the [in-tiered] ad just shows up. In the future, later this summer, we are working on programmatic support so advertisers can directly use DV360 to target any publishers,
across the world, using Google Ad Manager, and directly deliver their ads
to those stories. And to make it super easy,
we created beautiful Story Ads and put them up on amp.dev So, of course, the canvas
is entirely flexible, you can do whatever you want with it, but we wanted to quickly get you started
with a few common formats. And all of these
are available today at amp.dev so you can download them, customize them, do whatever you’d like with them. So, next, let’s talk
about Affiliate Links. Affiliate Links are links
which allow a publisher to monetize their outgoing links when a user purchases something
on the advertiser’s landing page. In a way, stories already
support Affiliate Links. You can add outgoing links
within a story page. So if you tapped on Get Now,
for example, you’d go out to the landing page. But we wanted to make
the experience more consistent across users for all publishers. So Affiliate Links will uniformly pulse
at the system level to show that it is an affiliate link, and when a user taps on them, the publisher can control what they show, including things
like the price of the product or the domain that it’s going to. So, in this example, it’s very clear
where the user’s headed to, on what the prices are, etc. We think it overall improves
their user experience. So, last of the last section, let’s switch gears to Sponsored Stories. What we mean by Sponsored Stories are just stories
which are created by advertisers for marketing purposes. For example, here’s a Sponsored Story
that was created by L’Oreal for promoting their new product,
La Roche-Posay. This works great for L’Oreal, because they’re able to tell a brand story across really quickly tapping
through bite-sized information about what the product capabilities are, or features are, in a mobile-friendly way. So instead of creating
a new web landing page, L’Oreal has just created a new story. And L’Oreal uses
their offline-to-online strategy using QR codes to drive people
to view these stories, either on the back of the box or using physical QR-code stations
inside of the store. Notice how quickly the AMP story loads instead of maybe you having
to download an app from an app store to view more things about the story. Large publishers already have
existing sponsored content businesses, and we think stories are a great medium to tell those editorial features, to give an editorial voice to advertising. So here’s an example from Telegraph– created a story on behalf of Guernsey, telling a rich story about Guernsey. And, of course,
since these are AMP stories, they also work beautifully on desktop. But a key question in advertising is now you have
this beautiful experience, how do you drive traffic to them? How do you get users
to actually view them? Here’s a few examples. The first one is when you use
a Sponsored Story as a landing page on Google Ads, it is automatically delivered
from the AMP cache. And therefore, from a user standpoint, the experience is really snappy. Most social media tools
already have a rich preview, so when you use a Sponsored Story you already get a very rich preview
for users to go to. And Sponsored Stories
can also be embedded inside of regular web pages, because Sponsored Stories
are just literally a landing page. So you can embed them inside of an iframe, have an experience
where you can autoplay these stories, and when the user taps on them they launch
into this beautiful experience. Last but not least, you can also
have users explore a Sponsored Story from a Story Ad
inside of an organic story, and have them view a Sponsored Story. So, in this case, BMW has built
an immersive storytelling experience in a Sponsored Story. This is just miles away better
than, for example, if you loaded this
in a regular text landing page. I’m just inspired. I don’t have the money,
but maybe I will buy a BMW someday. So, to recap,
we have three product offerings: Story Ads to help publishers
monetize story, Affiliate Links to help publishers
monetize their outgoing links, and, finally, Sponsored Stories
for advertisers and publishers, their being able to tell rich, beautiful, immersive storytelling experiences. And you can find all about all of this
and more at amp.dev/stories And I’d like to turn it back
to Kat, to summarize. (Kat) Thank you, Vamsee. Okay, I’ll do a quick recap. So, in the beginning of the keynote, you heard Vamsee talk a lot
about AMPHTML ads. The one thing we want you
to take away from that is that all the benefits
and the performance improvements of AMPHTML ads really lead to a better ROI– for advertisers, also for publishers. And, on top of that, they lead
to a better ad experience for the users. When it comes to monetization of AMP, keep in mind that we always try
and strike that balance between the good user experience, but also have so many tools out there for you to actually make
really good revenue from AMP inventory. And last but not least, on Story Ads, I encourage you to watch that space. There is a lot happening there, and there’s a lot of room
for true innovation to create a really immersive,
rich new ad experience. We’re excited to be on this journey
and have you be a part of it. Thank you so much for listening. ♪ (music) ♪

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