Google launches AMP for Email to make emails more interactive

Adjust Comment Print

Thus, to eliminate this Google is bringing these stories which will contain visual treat as well as the important stuff. With that part of AMP being quite successful (if not always beloved) now, Google is looking to take AMP beyond these basic stories.

The overall idea here isn't all that different from the stories format you are probably already familiar with from the likes of Instagram and Snapchat.

Just type in one of those publications, and you will be shown a standard looking Google search results page. (Note: Stories were not included in the search results on this reporter's device, but did work for others at Quartz.) Google worked with those publishers to develop the format. AMP for Email is an open spec, says the company. Desktop users can also get a taste of stories through Google's Accelerate Mobile Pages site.

More news: Prince Harry and Meghan Markle delight fans in Scotland

"The mobile web is great for distributing and sharing content, but mastering performance can be tricky". "Our team can easily create lovely, media-rich stories that our users can now access quickly across the web". "Getting these key details right often poses prohibitively high startup costs, particularly for small publishers".

Google AMP has certainly not been without criticism, though. For those who do not know, Google's AMP Pages were designed for more publishers and meant to make pages, news articles load instantly on mobile. This lack of monetization on AMP stories could hurt its early adoption among publishers. "And, as with all content in the AMP ecosystem, discovery platforms can employ techniques like pre-renderable pages, optimized video loading and caching to optimize delivery to the end user". When you search for a particular story, you'll see an option for Visual Stories from those creators, such as CNN, People and so on.

Following Snapchat, Instagram, and then Facebook, Google also announced that it would start testing its "AMP Stories", a feature similar to Snapchat and Instagram stories but in a format that is "visually rich" and which would appear on Google search.