Google today announced that as of January this year, 12% of all display ads served by Google are now AMPHTML ads. Last year the percentage was 1%. According to Google, AMP ads are better for publishers – delivering more 0.87% impressions – and better for advertisers with more 3.83% CTR. Google has expanded serving AMPHTML ads not only to AMP pages, but also to regular web pages.
Vamsee Jasti, Product Manager AMP Project, at Google, wrote that “AMP pages have seen steady growth over the past few years and advertisers now have access to well over 1 billion impressions/day worth of premium inventory. In addition, more than 35 percent of ads served to AMP pages are already AMPHTML ads.”
How to use AMP ads?
There are 4 ways to buy AMPHTML ads. Advertisers can work with an authorized buyer that allows targeting just AMP or regular inventory; Advertisers can use Google Ads to target inventory in the Google Display Network; Advertisers can direct buy with publishers using Google Ad Manager; or the last option, that Google says will be soon available, advertisers will be able to use Display & Video 360 to deliver AMPHTML ads to AMP pages.
AMP ads on mobile apps
In Q2, 2019, AMPHTML ads will also be available on mobile app inventory. After this update, Google says advertisers will be able to serve AMP ads across all environments and devices.