It’s no surprise that mobile devices are a primary consumption portal for content. Leading brands see 50-70 percent of contact occur via the mobile web and apps, according to Adobe Digital Index’s 2015 Mobile Benchmark Report. As a result, content creators are under more pressure than ever to drive great experiences for consumers, no matter what mobile devices they’re using. One of the most important levers in creating an engaging and compelling experience is responsiveness—simple page load time. On mobile devices especially, long load times can push users away before there is a chance to engage them with captivating content.
Today we’re excited to join the Accelerated Mobile Pages Project (AMP), a collaboration among leading publishing and technology companies to define and adopt a standard framework so that webpages with rich content like video, animations and graphics can load instantaneously. Adobe Analytics, Chartbeat, Google, Twitter, LinkedIn, Parse.ly, Pinterest and WordPress.com are among the first groups of technology partners planning to generate AMP HTML pages.
While this framework greatly reduces the chances of publishers losing a reader or customer due to frustratingly slow-loading mobile content, we know it is critical for content creators and publishers to measure engagement through all media. Adobe Analytics is participating in this project to ensure our customers can continue to measure readership and engagement in AMP-compliant experiences—without losing critical metrics you’re using to run your businesses.
Our goal is to represent our customers by considering the impact of these changes on the data you use to run your businesses. We’ll guide you on how to take advantage of the AMP framework, while minimizing the extra work you’ll likely have to take on. In short, we want to ensure that your path to excellent consumer experiences is well planned.
We all have vital roles in the mobile web, whether it’s as a consumer, content publisher, app developer or even a marketer. The AMP project is a first step in ensuring the mobile web works better for everyone.
Adobe Analytics is the award-winning analytics backbone of Adobe Marketing Cloud measuring nearly eight trillion server calls each year. It is the industry’s best-selling and most advanced enterprise analytics solution used regularly by more than 140,000 marketers and data analysts to better understand their businesses. Major brands using Adobe Analytics today include PayPal, Sony, Audi, Conde Nast, Starwood Hotels, Philips and hundreds more.