Google launched the Gmail Developer Preview of AMP for Email on Tuesday, opening up new capabilities for developers to make content in emails more usable and up-to-date. This enables them to be indexed by Google Search on mobile and rendered instantly, but it also means publishers will have to host each AMP story on their own site.
Content for its "AMP stories" initially comes from outlets like CNN, The Washington Post, Conde Nast, Wired and US People magazine, and is created to load much faster on mobile devices than conventional articles and videos. AMP stories offer publishers a creative avenue for storytelling, with flexibility in design in an interactive form factor. "It swings the doors open to create visually interesting stories."To launch this format, Google partnered with CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media and The Washington Post".
However, AMP stories aren't a switch that needs to be turned on which will convert a story to an AMP story. With more rich content, Google can theoretically deliver more details to its ad network and keep an eye on the activity of its users. Today, Google announced an extension of the AMP program to include another popular communications medium.
Yes, that's right. Google has introduced AMP Stories for Google Search, because Stories are all the rage right now.
AMP Stories builds on the existing AMP code.
The company's AMP project mainly focuses on accelerating mobile pages, as the name itself suggests. However, it wasn't restricted to Twitter only, as some articles that popped up in Google Search were also based on AMP.
Gmail product manager Aakash Sahney wrote, "Today, we're bringing the power of AMP to email through the Gmail Developer Preview of "AMP for Email". For now, you'll have to search a specific publisher from your mobile phone, or by following a test link on a mobile web browser to a test version of the new format.
This format is now visual-driven and is ideal for news and email.