Instant mobile news publishing is quite the trend this year. Earlier this fall, we saw Facebook roll out their Instant Articles followed by Apple News. Both of these technologies have changed the way mobile users access news and publications, allowing for an almost instant view of information and increased engagement.

With both of these companies finding success using in-app technologies to bring news to readers, it was only a matter of time before Google would want to join the party. Google differs from Apple and Facebook in that it is an open-source project and anyone can participate.

In the beginning of October, Google announced their Accelerated Mobile Pages project (AMP). AMP is an open-source initiative, created to improve mobile web performance and experience. These pages rely on AMP HTML, a new open framework built out of existing technologies.

Google differs from Apple and Facebook in that Google’s idea is to bring the cleanliness and speed of mobile apps to the web. When it comes to static content, JavaScript is not always necessary. Most ad technology is also written in JavaScript. By moving this code to the bottom of the page, or eliminating it, the text and images of the page  load almost instantly. Though page interactivity is eliminated, historical user behavioral data suggests this is actually preferred.

When it comes to apps, users are willing to get lost in the various menus and screens. However, they prefer a more ‘straight up’ web experience. When the ads are pushed to the bottom of the page, or don’t interfere with the content the user is viewing, it is less likely for them to download an ad blocker. AMP HTML does have strong limitation on JavaScript. Google has said they would like to use a user-centric approach to advertising within this technology. So we should expect to see some AMP components with some JavaScript elements

In general, B2B companies have many different kinds of content, including technical papers, product brochures and infographics. This content uses text and images and is perfect for AMP HTML publishing. By taking advantage of this technology, you provide a better experience for your mobile web users.

Some of the companies among the first to integrate AMP HMTL pages are Twitter, Pinterest, WordPress.com, Adobe Analytics and LinkedIn. Google is working with these companies and other partners to provide more features and functionality for content, distribution and advertising. Want to get in on the fun? Download the AMP project repository from GitHub!