International Journal of Trend in Scientific

Research and Development (IJTSRD)

International Open Access Journal
ISSN No: 2456 - 6470 | www.ijtsrd.com | Volume - 2 | Issue – 5

Accelerated Mobile Pages (AMP)

arvesh Raviraj Narsing1, Date Ganesh Revji1, Mayuri Dendge2
Darvesh
1
Student, 2Professor
Department of MCA, Bharati Vidyapeeth's Institute of Manag
Management
ement & Information Technology
C. B. D. Belapur, Navi Mumbai
Mumbai, Maharashtra, India

ABSTRACT
Scope of this paper is to focus on Accelerated Mobile Most search engines
ngines and other referring websites
Pages a project brought by Google and its infinite choose to link to the AMP version of a webpage
possible use cases in this mobile-first
first era. In my instead of the standard version, as AMP versions as
paper, I have given emphasis on areas such as easier to discover for web crawlers.
publishing articles, implementing news broadcast in
storytelling format and Direct
ct Email engagement via Three major components of AMP are:
Accelerated Mobile Pages. As Accelerated Mobile 1. AMP HTML which is a standard HTML with web
Pages is an open source technology and it works on components.
the browser it can be used by anyone on any device 2. AMP JavaScript which maintains resource
regardless of hardware and OS compatibilities. loading.
3. AMP caches which can deliver and validate AMP
Keywords: Accelerated Mobile Pages, AMP email, pages
AMP for Word Press, Advertise, Publisher, AMP
Stories. Companies can support AMP caches. For now, most
AMP pages are delivered by Google’s AMP cache.
I. INTRODUCTION
Web pages should be optimized for mobile users, but III. Amp working
if the mobile browser pages aren’t loading quickly, 1. AMP HTML :
that will discourage users from fully appreciating our AMP HTML is basically core HTML extended with
content. custom AMP properties.

To improve mobile web page performance, Google Though most tags in an AMP HTML page are regular
came up with Accelerated Mobile Pages, a new open HTML tags, some HTML tags are replaced with
source initiative. The Accelerated Mobile Pages AMP-specific
specific tags. These custom elements, called
(AMP) enables page rendering at an amazing pace AMP HTML components, make common patterns
and ensures improved content delivery. Thus, this easy to implement in a perform ant way.
open-source
source website publishing technology improves
the performance of web content and advertisements. 2. AMP JS:
The AMP JS library ensures the fast rendering of
II. What is amp AMP HTML pages.
Announced on October 7, 2015, the AMP pages can
be published on most of the existing browsers. A The AMP JS library implements all of AMP's best
standard web page having an AMP counterpart has a performance practices manages resource loading and
link to the AMP page which is placed in an HTML gives you the custom tags mentioned above, all to
tag in the source code of the standard page. ensure a fast
st rendering of your page.

@ IJTSRD | Available Online @ www.ijtsrd.com | Volume – 2 | Issue – 5 | Jul-Aug

Aug 2018 Page: 338
 International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470
Among the biggest optimizations is the fact that it 1.2 Rise our campaign performance with AMP
makes everything that comes from external resources HTML ads:
asynchronous, so nothing in the page can block Even the most catchy creative won’t serve its purpose
anything from rendering. if the ad is slow and unruly for a user. AMPHTML
ads are a new way of building ads, making them as
3. AMP Cache: fast as AMP pages to ensure our ads do what they’re
The Google AMP Cache can be used to serve cached meant to do and deliver the value we’re looking for.
AMP HTML pages.
1.3 Maximize ROI all over:
The Google AMP Cache is a proxy-based content Building the landing pages, right ad or web content
delivery network for delivering all valid AMP with all the available tools and techniques in the
documents. It fetches AMP HTML pages, caches market, takes time. With AMP HTML ads, our ads
them, and improves page performance automatically. can serve on both AMP and non-AMP pages,
When using the Google AMP Cache, the document, meaning we can build our AMPHTML ads once and
all JS files, and all images load from the same origin deliver a memorable brand experience everywhere.
that is using HTTP 2.0 for maximum efficiency. Pages need to be built once with AMP and now they
can be distributed across a wide variety of delivery
The cache also comes with a built-in validation platforms simultaneously.
system which confirms that the page is guaranteed to
work and that it doesn't depend on external resources. 2. E-commerce
The validation system runs a series of assertions 2.1 Creating rapid, user-friendly e-commerce
confirming the page’s markup meets the AMP HTML experiences:
specification. Enabling our pages to load quickly with keeping our
consumer engaged as they move through browse and
Another version of the validator comes bundled with purchase flows. Users may start their journey on our
every AMP page. This version can log validation site or on platforms that link to pages built with AMP,
errors directly to the browser’s console when the page they will find a consistently fast experience. A site
is rendered, allowing you to see how complex mechanized by AMP is a truly mobile-friendly
changes in your code might impact performance and involvement that enables our consumers to stay
user experience. hooked with our site.

IV. Accelerated mobile pages are beneficial for 2.2 Preserve control and flexibility:
With preservation of their own brand identity and
1. Advertisers assembly, E-commerce sites can still adopt AMP
Growth drop by 12% for each extra second that is efficiently. AMP has more than 30 embedding and
appended to a webpage takes to load. If we want analytics integrations to take advantage of and more
people to engage with our brand and improve the can be built with all this arsenal of AMP. we can use
performance of our campaigns, we have to speed Cascading Style Sheets to customize our styling. For
things up. AMP provides a way for us to give users a performing A/B testing to experiment or build the best
rapid experience everywhere -- on landing pages, ads possible user experience and fetching dynamic data or
or our entire website. the latest data, respective AMP components can be
used.
1.1 Keeping our audience bound with AMP pages:
Whenever our targeted users land on a page 2.3 Sales Escalation:
developed using AMP, they instantly get what they’re By constructing AMP pages, we are able to take bring
looking for because AMP pages normally load in the speed of AMP to our intended users. With faster
under one second. The ultimate result, they’re more loading times than available techniques, many
likely to be engaged with and responsive to our vendors see higher conversions and higher
brand’s directive, and more likely to take the actions engagement. And it is a known fact that users are
we’re guiding them towards like accomplishing a more happy to return to an e-commerce site that
purchase. performs well.

@ IJTSRD | Available Online @ www.ijtsrd.com | Volume – 2 | Issue – 5 | Jul-Aug 2018 Page: 339
 International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470
AMP can help us make the business, whether we’re a time information to the user and include actionable
smaller store or a larger marketplace. functions that work without leaving our inbox.

3. Advertise Tech Platforms with AMP This feature will allow us to do things like browse and
A regular mobile site takes 19 seconds to load over a interact with email content natively, or fill out forms,
3G connection. Coupled with the fact that gain fall by respond interactively through a form without leaving
almost 12% for every extra second appended to a the email client.
webpage for loading, we can safely assume two
things: pace equals performance, and most advertiser It would allow us to browse through images and click
campaigns have room to enhance. That’s where AMP on them for the more detailed view of how we browse
comes in. As a Supply Side Platform, Demand Side on the site but through the email itself.
Platform, Analytics Provider, or anything in between,
embracing pace means improving campaign As we are not leaving the email client to perform
performance, delivering quality, user experiences and advanced actions, the round trip time that requires to
establishing yourself as the adtech platform for the jump on other intended web pages becomes zero.
fast web.
During the research, I briefed the AMP email feature
3.1 Maximizing Our Earnings: to Shubhangi Gupta, Account Strategist at 1702
Speeding up ads is the fastest way to boost DIGITAL which is a digital marketing agency in
performance. AMPHTML ads load as fast as content, Mumbai.and she was excited about the fact that, their
so they are richer in users view and more likely to be targeted audience now don’t have to go through the
engaged with. redirection process while interacting with email,
which will boost their online campaigns.
4. Publishers:
Pages developed using AMP load near instantly There are infinite use cases which will ease the way in
enabling us to offer a consistently fast experience which we communicate through email.
across all devices and platforms that link to AMP
Pages including Bing, Google, LinkedIn and more. 2. AMP Stories :
Web page speed improves the user experience and A visual story telling format for the open web. AMP
core business metrics. These performance gains often stories immerse readers in tappable, full-screen
translate into improvements in the numbers that content. Building on the infinite possibilities of the
matter to publishers; such as time spent on page, AMP project, this format enables the creation of
return visits and CTRs. visual content that is fast, open, and user-first.

V. Use cases of the amp By expanding to visually fill readers’ screens, AMP
AMP is not some future technology which is still in stories offer creative opportunities for storytelling,
the process of making but it’s the present which with flexibility in design. The tappable experience can
people around the globe are using for their daily be used to create engaging stories for users.
needs.
AMP stories will load as quickly as amp pages
1. AMP Email: because they are built with the same technology used
Use of java script is strictly restricted in Email for in AMP pages. Providing users with a smooth
security purposes, hence email users are not able to experience. AMP stories are part of the open web and
perform all their required actions in the email itself. can be shared and embedded across sites and apps
Restrictions like this to protect the ecosystem of the without being confined to a single ecosystem.
web from various issues but also add limits to the
infinite capabilities of email. As AMP Story is created in HTML format, hence a
person with knowledge of HTML can easily create
The feature, called AMP for Email, allows us to make their own story and publish it on the web.
emails more interactive and engaging in nature. Its
beneficial to the users because developers can embed At morning's, going through important news is getting
widgets in emails that are up-to-date and reflects real- difficult as our routines are getting tighter day by day,

@ IJTSRD | Available Online @ www.ijtsrd.com | Volume – 2 | Issue – 5 | Jul-Aug 2018 Page: 340
 International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470
but AMP stories provide news in a more abstract and 5. Progressive Web AMPS :
visually rich format with related background images Progressive Web Apps deliver reliable performance
and videos, which makes the process less time- for re-visits to sites with the use of Service Workers
consuming. and the App Shell architecture. This technique allows
sites to deliver rich experiences without worrying
3. Offline Reading : about networks.
Viewing news articles can be a slow process full of
constant interruptions for people from emerging For instant-loading, auto-upgrading experiences, all
markets like India, Nigeria, Indonesia, and Brazil, we need to do is combine the laser-sharp leanness of
thanks to the limited data plans these markets offer. AMPs with the richness of progressive web apps.

But recently Google announced a new feature that Many Progressive Web App features can be used with
will automatically download relevant news articles AMP Pages, as long as they're served from our origin
when connected to Wi-Fi, which should help cache (our site's domain) as opposed to an AMP Cache such
articles for offline reading. It will be available for as google cache. This means that PWA features won't
chrome on android. kick in when consuming an AMP Page within a
platform like Google or Bing, but they will on the
This feature can be further boosted with pages built onward journey, or if users navigate to our AMP
with AMP, because of the lightweight nature of AMP. pages directly.
This feature uses Google servers to route data for
optimization purposes, coupled with the fact that VI. CONCLUSION
AMP cache is core component of AMP, Offline In my master's thesis, I summarized some of the basic
consumption of resources is going to be practical for elements of Accelerated Mobile Pages technology
above-mentioned markets. with its real-life use cases for various areas. In
assistance with 1702 Digital Company, I analyzed the
4. AMP for Wordpress : needs of a Digital Advertising & Marketing Company
Wordpress is designed for building websites, online and how AMP can uplift the business of such
stores, community sites. It is fully-integrated content organizations drastically.
management system, Online Marketing and E-
commerce platform that gives their users space to VII. References
fully concentrate on creating the websites, without 1. Ampproject: www.ampproject.org
having to manage multiple systems.
2. Wikipedia: en.wikipedia.org/wiki/
WP AMP is a WordPress plugin which adds support Accelerated_Mobile_Pages
for Accelerated Mobile Pages (AMP). With this
plugin, it takes just a couple of clicks to make our 3. Google Developers: developers.google.com/amp/
website go mobile friendly.

@ IJTSRD | Available Online @ www.ijtsrd.com | Volume – 2 | Issue – 5 | Jul-Aug 2018 Page: 341