Google unveils Snapchat-style format for its AMP stories

14 February, 2018, 19:21 | Author: Rolando Keller
  • Google brings AMP Stories to Google Search to deliver visually rich content

While the Gmail version of Stories has yet to debut, you can try out the search results version of its Accelerated Mobile Pages (AMP) Stories for yourself today. In a sense, it's exactly like Google Search, but the underlying pages are mobile-optimized, really fast and use a fraction of the data and bandwidth that normal web pages would. Smart replies is already seen in Google's Allo and many other apps but Google's Reply is different as it brings smart replies directly into the notification panel. Perhaps it's time for that meme to make a resurgence, because stories are headed to a new, rather high-profile place: Google's mobile search results.

Ads are not yet available on the new format, but plans for them are in the works, says a spokesperson for Google, adding that additional details regarding advertising in AMP Stories should arrive in the coming weeks. "And, as with all content in the AMP ecosystem, discovery platforms can employ techniques like pre-renderable pages, optimized video loading and caching to optimize delivery to the end user". Other email clients may adopt AMP for Email as well.

Developers who are interested in taking a look at AMP for Email can check out the spec on GitHub. You can browse, interact with content, do RSVP, fill out forms, and much more-all without leaving your Gmail. The idea is to make email content more dynamic and actionable, Aakash Sahney, a product manager at Gmail, said in a blog post. It's another way to consume content and catch up on the latest news from publishers right on your smartphone. This will let users get more done inside Gmail.

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Eventually, AMP for Email could allow content creators to continue updating information in previously sent emails for messages that "never get stale and the content is accurate when [ever] a user looks at it", Sahney added.

Though Google is also an author of/contributor to the AMP plugin, when I asked specifically about support for the AMP Story format, Google referred me to Automattic/WordPress. It confirmed that Pinterest and Booking.com are among the first companies to test AMP for Email.

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