Google AMP is now half of Swiss publisher Blick’s mobile traffic
Swiss tabloid Blick is bullish on Google’s hosted mobile webpages initiative, known as AMP.
For the last four months, the publisher has been formatting content from its news, sports and entertainment verticals for the search engine’s faster-loading-page initiative. It’s having the desired effect: Blick’s AMP pages load in 168 milliseconds, whereas on Blick’s mobile site, the article content loads within 2.35 seconds. With ads in the equation, this slows it down even further to 13 seconds.
AMP is pulling in 800,000 monthly pageviews, but Blick expects this to increase dramatically as it rolls it out to the rest of the site.
“In four weeks, we’ll have 50 percent AMP traffic, 50 percent mobile traffic,” said Björn Beth, head of SEO at Blick publisher Ringier, at Digiday’s Publishing Summit in Lisbon. “As AMP is hardly cannibalizing with regular mobile site traffic, we really need to start considering that AMP will be a new Blick Platform, in particular for Search users,” he said. Where some publishers might format a few AMP pages to entice new readers with speedy page loading and then link back to their own mobile site where they can more easily monetize readers, Blick is seeing this as its own ecosystem. “Hopefully this will take over our mobile site,” he told Digiday.
AMP traffic is eating Blick’s regular mobile traffic, but Beth doesn’t see this turning into an an over-reliance on Google’s algorithm, partly because the initiative is open-source but also because users are engaging with it: It’s finding twice as many people are clicking on its AMP pages than its mobile pages.
And as pageviews have grown, so has revenue. Beth estimates AMP is bringing in 50,000 Swiss Francs ($49,500) a month (at 5 cents per impression).
So far the publisher is only using static image ads on AMP, although it supports other formats like video and sticky ads, but Blick is wary of ruining the user experience. “For our advertisers, AMP is still a tiny percentage of traffic so the focus is still on the desktop sites. There’s not much demand for it yet, so we need to really push this.”
And as a new platform, it’s attracting new audiences: 80 percent of Blick’s AMP readers are new visitors, and 20 percent are returning visitors. As such, the bounce rate for Blick’s AMP articles are between 80 and 90 percent. Arguably, this is because people have more brand loyalty visiting direct sites, while AMP strips out much of a publishers branding. Still, for news brands whose goal it is to be first, the initiative is a no-brainer.
The next stage is implementing a navigational structure on AMP to convert these fly-by readers into those who will stay for longer or sign up for newsletters, increasing the time on site and lowering the bounce rate.
“People searching on Google don’t want to go to a particular brand,” said Beth. “They want to get the answer to their question and then move on.”
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.