As tech giants continue their push to speed up load times for advertising and publishers across the mobile web, early numbers from one of them seem to show that faster ads really do work better.
According to research released today by Google and Teads, the video tech company, mobile publishers using Google's AMP (Accelerated Mobile Pages) video inventory perform better than those that stick with the traditional mobile web.
Results showed publishers using AMP, an open-source Google initiative, saw clickthrough rates increase by 200 percent, completion rates increase by 15 percent and ad performance increase 18 percent. Nearly 100 publishers are now using AMP including Mashable, Rodale, L'Express and Trinity Mirror.
In a blog post detailing the findings, Eric Shih, global svp of business development at Teads, said videos by brands and publishers don't just need to be fast, they also should "engage, educate and entertain."
"If you've ever waited impatiently for your favorite site to load only to watch an annoying pop-up take over your smartphone screen, you can probably understand why user engagement decreases," Shih wrote. "That type of experience doesn't unlock the full potential of video advertising."
This year, Google and Facebook have both made big pushes to speed up the web by cutting down on ad sizes and load times. In September, a few months after Google launched its AMP program, Facebook announced it would start helping advertisers decrease load times while also potentially not delivering ads that were too big if a user's internet connection couldn't handle them.
In November, Google analyzed 400 of its publishers and found that those using AMP pages had "significantly" higher traffic. The company said that more than 80 percent of publishers saw higher viewability rates than non-AMP pages, while 85 percent of publishers drove higher engagement with higher clickthrough rates. According to Google, the majority of publishers also saw higher estimated CPMs than traditional web pages.