May 23, 2017

Google is making mobile ads much faster

AP Photo/Marcio Jose Sanchez, File

Google announced at its Marketing Next Conference in San Francisco today that the speed of AMP (Accelerated Mobile Pages — the mobile articles you see on your phone carousel at the top of Google search) is being applied to search & display ads.

Why it matters: Google made news articles super fast to load through its AMP project last year because attention span on mobile is particularly short. Now, they're finding that the same technology needs to be applied to ads in order to retain user attention for their advertising partners. Per Google, 53% of people abandon pages if they take longer than three seconds to load and for marketers, a one-second delay on page load can decrease sales conversions up to 20%.

The updates:

  • Google will start automatically converting display ads to AMP Ads, where ads will load up to 5 seconds faster on websites in the Google Display Network
  • People clicking on search ads will get advertiser pages in the blink of an eye in a new AdWords beta supporting AMP landing pages

If you're a publisher, here's how it works: The advertiser marks their landing page for Google. If they're in the Google Display Network, Google will put it in a faster cache that the user sees. It's an extra step on the publisher's end, but according to Google's Jerry Dischler, Vice President Product Management, to a group of reporters Tuesday:

It seems like, with the early testers of it, it's worth the trade-off.

Go deeper

The difficulty of calculating the real unemployment rate

Data: U.S. Department of Labor; Note: Initial traditional state claims from the weeks of May 23 and 30, continuing traditional claims from May 23. Initial PUA claims from May 16, 23, and 30, continuing PUA and other programs from May 16; Chart: Andrew Witherspoon/Axios

While economists predict that today's nonfarm payrolls report will show around 20 million Americans were unemployed in May, it's likely the real number is close to double that.

Why it matters: Traditional economic reports have failed to keep up with the devastation of the coronavirus pandemic and have made it nearly impossible for researchers to determine the state of the U.S. labor market or the economy.

1 hour ago - Sports

How coronavirus could reshuffle the sports calendar

Illustration: Eniola Odetunde/Axios

The NBA's Board of Governors approved Thursday the league's 22-team plan to resume play at Walt Disney World — a plan that also includes tentative dates for both this season and next.

Why it matters: The league's proposed trip to Disney World not only impacts this season but could have a domino effect that impacts seasons in the future — and could permanently change what time of year the NBA plays its games.

Buffalo police officers suspended after shoving elderly man

Photo: Mike Desmond/WBFO via AP

Two Buffalo police officers were suspended without pay Thursday night after video emerged of them violently shoving a 75-year-old man to the ground while clearing a protest in the wake of George Floyd's killing in the city’s Niagara Square, WBFO reports.

The state of play: Before WBFO’s video of the incident went viral, a Buffalo police spokesman issued a statement that said "one person was injured when he tripped and fell."