Is AMP suitable for all types of content? When would you use AMP and when not?
It is not that everything has to be AMP now. The choice for AMP depends on the type of project, and certainly also the goal that you have in mind. AMP does not yet play a major role in (customized) applications and platforms. In the case of e-commerce AMP seems very meaningful, the framework already offers a lot of support for this. We also see an increasing role in websites and landing pages.
But when it comes to banner ads, we think it is a MUST to execute some of your ads in AMP. "If it is not instant, it is not fast enough". Certainly if more networks, like GDN, make the use of AMP mandatory.
Incidentally, I have not only heard positive comments about AMP, but also criticism. What should I pay attention to?
As developers, we understand that criticism. An AMP version is in fact a duplicate of your website or banner. Having duplicate content and source code is not a 'best practice'. In addition, the source code is hosted on the Google domain (your AMP pages are duplicated on Google caching servers). According to many, that is not the intention of the internet. Furthermore, there is of course criticism of all functional restrictions that AMP imposes. Nevertheless, we at Alion find AMP, in particular for application in banner ads, in many cases a good idea. Moreover: if the possibilities are limited, it stimulates creativity ... Let us look especially at what cán be done.
What do we as Alion advise marketers to do with AMP?
Our advice to marketers: put the user first. They just want a lightning-fast experience. AMP is a powerful way with the possibilities that are now available to create that lightning-fast experience. It knows its limitations, so you can not go wild regarding technical UX. But we are positive about that, because the possibilities are expanding. In our opinion, AMP is not something that will be gone soon, if ever.
What is ultimately important is that you get well informed about the possibilities of AMP, preferably accompanied by a piece of strategic advice on suitability as a means to achieve the goal that you have in mind. If you are not already working with AMP, this is the time to start experimenting with AMP versions of your product pages, landing pages and your banners.
AMP is currently not yet suitable for everything. Will AMP eventually take over the entire internet if it develops?
AMP is part of the web, and that is also how Google has meant it. The aim is to have the AMP specifications included in the generally applicable web standards. This is a long process, therefore a kind of AMP 'sideway' has now been introduced.
In the end is AMP not a goal, but a means. A means to load every piece of content on mobile devices as quickly as possible. Moreover, AMP does not have to be the only means to achieve this goal; frameworks may and will probably be released with a similar purpose. However, you can conclude that AMP has been running for some time and the development is well advanced. We currently have no alternatives that do the same and have a similar adoption on the web.
We hope that this interview will help you better understand AMP and help you apply it to your digital marketing. Do you need help or advice? Contact us! We are waiting for you with a cup of coffee and a ton of AMP-knowledge!