Google takes AMP beyond basic posts with its new story format

14 February, 2018, 19:28 | Author: Carmen Reese
  • Bringing the power of AMP to Gmail - The Keyword

If you want to see AMP Stories in action you can head over to g.co/ampstories in your mobile browser to check them out now.

AMP stands for Accelerated Mobile Pages and it's been around for a while, allowing sites to load faster on phones. A new AMP for Email specification is being added, which promises to take regular emails and make them arguably even more annoying and attention-hungry.

The Gmail version of AMP Stories is now unavailable for testing, as Google's limiting all access to developers who apply on behalf of their company and have a legal contact who can sign a non-disclosure agreement.

AMP for Email will focus heavily on the content within an email. Google says that as AMP's capabilities have increased, it is now "one of the best ways to build rich webpages". And modernizing email with AMP could have some interesting effects. There are no ads in AMP stories, which hints towards a distraction-free tool for Google users. Publishers can signup here to test the new format.

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It is also not clear how Google will keep AMP Stories from different brands in search and how publishers will get their place in it. This format also attracts young generation through this story format as Google has adopted this style from Snapchat and everyone knows that Snapchat has mostly young users under its umbrella.

"With AMP for email, information in email messages can be dynamic, kept up-to-date and made actionable", Google AMP project engineering lead Malte Ubl said in a blog post. Unsurprisingly, that mostly meant quickly loading and rendering existing articles on news sites, recipes and other relatively text-heavy content. The specs for the feature are available now, and support will roll out to Gmail later in 2018.

The specification has been launched with, Sahney claims, interest from companies including Pinterest, Booking.com, and Doodle, while actual integration for end users will arrive in an update to Gmail scheduled for later this year. Many people rely on email for information about flights, events, news, purchases and beyond-more than 270 billion emails are sent each day!

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