AMP story: The new Accelerated Mobile Pages (AMP) format

AMP Story is the new AMP format and it was today announced by Google, in the AMP Conference in Amsterdam, Europe.



AMP Stories allows publishers to create Accelerated Mobile Pages (AMP) in a multi-page story by using the amp-story component, to create visual effects with multiple layers in a page, to lay out elements in a page by using layer templates, to add audio that plays while a page is viewed, animate elements on a page, and to keep readers engaged with your content by adding related links to the end of the story.

“AMP stories provide a mobile-first experience for storytelling that digital news publishers can publish on their own sites and can easily distribute across the open web,” said Rudy Galfi, Product Manager for AMP at Google.



The US publishers, CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post, were the first selected to test the AMP Story. Publishers can signup here to test the new format. Greg Sterling, at Search Engine Land, points out that monetization is still to come for this format, but it will come.



“AMP Stories have extraordinary potential to enhance how we create mobile content. Our team can easily create beautiful, media-rich stories that our users can now access quickly across the web,” said Doug Parker, Vice President of Digital Design at Meredith.

The Accelerated Mobile Pages Project (AMP) was launched in October 2015 to improve the performance of the mobile web. AMP has limited specs and Google is caching the content what makes it faster, however, the monetization is limited as the ads are loading slower than the content.

Video about AMP Stories

How AMP Stories will look on Search?

According to Google, starting today, users can see AMP stories on Google Search. Search for the publisher names
(mentioned above) within g.co/ampstories using a mobile browser. Google says that “at a later point, Google plans to bring AMP stories to more products across Google, and expand the ways they appear in Google Search.”