The Accelareted Mobile Pages (AMP) Project just celebrated its first birthday. In a case study on AMP, plista looks at the profits for publishers in detail.
We see it every day on our way to work: People waiting for the bus or sitting on the train, reading the news on their smartphones.
It is obvious that nowadays users prefer to consume information online, especially mobile. plista retraces this trend and observes a 10 times higher revenue growth in mobile ads within the last three years.
Loading Time as Key Factor in Mobile
In this context, an important key factor of the user experience is the loading time of articles. This is the reason plista was highly interested in the development of the Accelerated Mobile Pages Project (AMP) by Google right away. Thanks to AMP, it is now possible to address a new important figure: the above mentioned loading time of article widgets.
In assistance to the shorter loading time through the implementation of AMP, users can consume content faster. They profit from lower network traffic and increased battery life of their smartphones.
plista began to implement AMP in early 2016 and did a case study on this topic to proof the impact for publishers.
The results were convincing:
133% Average Growth of CPM
Working with publishers for several years, and working constantly on the recommendation algorithm, plista is aware of the CPM as one of the most important KPI on publisher’s site.
Within the survey, an increase of publisher’s revenue of 133% on average has been shown. One publisher even noted a rise of 500% . This means an uplift of 6 times higher compared to before and shows the direct impact on monetization of the widgets on publisher’s site.
220% Average Growth of CTR
With the CTR another central KPI was monitored. In the case study on AMP, one publisher could register an increase of almost 600%. On average, the CTR was 220% higher with AMP. This represents the positive development of the user engagement within the publisher site. Users stay longer, and interact more with the site content due to an improved user experience through AMP.
Overall: Speed = User Engagement = Revenue
As observed in this case study, the connection between loading time, revenue and user engagement can be seen as verified. With a doubled average CPM and a three times higher CTR the integration seems to be successful. The conclusion of Torben Brodt, the Director Data Engineering of plista: “The results of the tests were impressive and confirmed us to support the development of AMP further on”.
The data fo the case study on AMP was collected between March and July 2016. The study was conducted with twelve of the premium publishers of the plista network, including n-tv.de, faz.net, abendzeitung.de & golem.de.
The classical mobile widget was compared before (group A) and after (group B) the integration of AMP. The period of measurement includes one week before and one week after the implementation. Some publishers even ran both formats parallel (group c). With this structure the survey can be seen as valid.
You can find all results of the case study on AMP at a glance in our onepager.
Do you also want to profit from the great results AMP can bring to your plista campaigns? Just get in contact with your local plista publisher development manager.