What are AMPHTML ads?
Before we go into detail about AMPHTML banner ads, let us have a look at what AMPHTML actually means and its purpose.
AMP is short for Accelerated Mobile Pages. This is an open source technology developed by Google with the aim to improve the performance of the mobile web.
According to Google, 50% of people search for things using their smartphones. Everything is slower on a mobile connection, and if a webpage is not shown quickly enough, potential visitors will run out of patience and press the back button. If a webpage does not load within three seconds, 40% will move on to a different site.
This is why it is crucial to ensure webpages are mobile-friendly and, moreover, that the content of the website – whether it is texts, images, or ads – load quickly.
The AMP framework consists of three elements: AMPHTML, which is standard HTML mark-up sprinkled with AMP components, the AMP runtime which manages resource loading, and AMP caches, which serve and validate AMP pages.
So, what exactly are AMPHTML ads?
AMPHTML ads are AMP4ADS documents, which is a subset of AMP built of the same fundamental technology. AMP4ADS documents define the specific AMP components and code that are allowed in an AMPHTML ad. For example, AMP4ADS documents have no ability to load any custom JavaScript, which is traditionally the number one cause of poor ad performance. Instead, the usual banner ad JavaScript use-cases are available through strictly defined AMP components, which guarantees good behaviour and performance from AMPHTML ads.
What are the benefits of AMPHTML ads?
AMPHTML banner ads bring many benefits to the table for advertisers and publishers as well as technology platforms, and users. They are known for being consistently fast, secure and high performing which provides a better ad experience, more views, and increased trust.
AMPHTML banner ads are fast
In this fast-paced world, speed is everything. Compared to regular banner ads, AMPHTML banner ads are extremely fast – they load up to six times faster to be precise. This is because the ads are following the strict technology rules of the AMP framework, and because they are being loaded from high performing AMP caches. The ads are also requested earlier in the page rendering process and immediately displayed just before the user is about to view the ad.
AMPHTML banner ads are light
Today, the user experience is more important than ever. AMPHTML banner ads are three times lighter compared to regular banner ads. By combining commonly used ad functionality and by only allowing certain components, the file size is greatly reduced. AMPHTML banner ads also don’t use a lot of external resources and use less CPU power. This means less risk of errors and broken ad experiences.
AMPHTML banner ads are flexible and secure
AMPHTML ads can not only be delivered on AMP pages but anywhere on the web and work across any devices. Since AMPHTML banner ads are not allowed to run arbitrary JavaScript, they are very secure compared to regular banner ads. They are only delivered after being validated, ensuring that they do not contain any malware or malicious code. Because of this, advertisers can ensure a safe user experience and positive brand perception.
AMPHTML banner ads are coordinated and engaging
With AMPHTML banner ads it is possible to coordinate a mobile phone’s resources to the right component at the right time. For example, animated AMPHTML banner ads are paused once the user scrolls past them. With a better ad performance, the users also become more engaged leading to higher click-through rate and more conversions.
Now that you’ve seen all the benefits of using AMPHTML ads, let’s wrap up by looking into how you can go about to actually create them.
How do I build an AMPHTML banner ad?
To build a banner ad using AMPHTML, you basically have two options. The first option is to code your banner ad from scratch using a text editor. Doing so, you need to follow the AMPHTML ad specification including a set of validation and format rules. You can learn more about the ad specification for AMPHTML ads on the AMP project website.
If you don’t want to learn about all the technical requirements – or just feel like hand-coding a banner from scratch isn’t very time efficient, option number two might be for you.
Build AMPHTML ads without using any code
Luckily, there are many tools that allow you to create AMPHTML banner ads without knowing how to code. This makes it super easy to get started. Just build your banner ad in the tool and export it in the AMPHTML format. Sounds like music to your ears?
Then, you might want to check out TweenUI – a banner maker tool that allows you to do just that. With TweenUI, you can build animated AMPHTML banner ads fast and easy in all the standard banner sizes and export your banners with one click.
Right now, you get a 24-hour free trial. Want to try it out?
