Gannett Launches with Google AMP
You’re probably wondering: what the heck is this AMP thing that Google launched today? Well, AMP stands for Accelerated Mobile Pages, which is an open source project that allows sites to build lighter-weight versions of pages that can load almost instantaneously on mobile. And guess who’s in on the ground floor? You’ve got it: Gannett!
Research shows that more than 40% of people will abandon a website if the page takes more than six seconds to load. On 3g phones the average AMP result will load 4x faster and use 10x less data than their non-AMP equivalent results, making it much more compelling for people to consume and engage with content. We hope that with AMP, we can solve speed and performance problems across devices and platforms, as well as enhance our readers’ overall experience with our brand.
When we discovered the AMP opportunity, we explored running our AMP web pages as part of our own mobile web product, but decided rather than stripping out countless features and business logic, we would spin up a new stack delivered by Express, a node.js web application framework and Swig templating sitting in scalr. Now, we are able to deliver full-featured content pages that include rich embedded content along with ads and analytics that are on-par with our mobile web product.
The AMP cache, combined with our own content delivery networks, ensures that we as a NETWORK will be delivering our content as smartly and efficiently as possible to give our consumers the best, most seamless experience we can offer. And at the end of the day, that’s what’s it’s all about!
By Brett Coffman, VP, Product Development, Gannett/USA TODAY