Recently, consumers are losing their patience because of slow loading mobile pages, and this have resulted into decrease in page view. In response to decreasing consumer patience and a slow pace of change in the ad industry, tech's biggest platforms are taking matters into their own hands by rolling out their own, more streamlined standards for publishing content on mobile devices.
Google's Accelerated Mobile Pages (AMP) solution is one such effort. This product offers developers and content providers the option to build mobile web pages on AMP HTML, which loads considerably faster than other mobile pages.
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While Google's AMP offering has been growing quickly in terms of pages published to the AMP index, it's falling behind in the number of publisher partners it has compared with Facebook's Instant Articles.
Google launched AMP with 30 publisher partners in October 2015. In August 2016, it had 39 publishers showcased on its website and dozens listed on its participants page.
In March 2016, Google AMP had 193 website partners — a category that's mainly publishers but also includes e-commerce entities — which grew to 215 in August 2016.
About 150 million AMP were added since the platform launched in October 2015, and about 4 million more are being added per week, according to statements from Google CEO Sundar Pichai during Alphabet's Q2 2016 earnings call last week.
Meanwhile, Facebook told BI Intelligence, Business Insider's premium research service, that there are more than 1,000 publishers worldwide partnered with Facebook Instant Articles, and that tens of thousands of Instant Articles are published every day across dozens of countries and in numerous languages. However, it's adding pages at a slower clip than Google. Instant Articles is Facebook's solution for slow-loading content and ads that lets partner publishers post a version of their content on the Facebook servers.
Looking ahead, Google will continue to build out its AMP partnership with entities that aren't necessarily publishers but still require fast mobile performance — that's where it offers a distinct value proposition over Facebook (until Facebook can smooth out its chatbot experience). 1-800-Flowers and Fandango, for example, are among Google's AMP partners. Focusing on this partner category could also benefit Google as it seeks to turn its streaming app model into a bona fide business.
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