Google brings AMP pages to Gmail: Here's how it will work

Google brings AMP pages to Gmail: Here's how it will work

Google brings AMP pages to Gmail: Here's how it will work

Today, Google announced the launch of AMP Stories, which provides content publishers with a mobile-focused format for delivering news and information as visually rich, tap-through stories.

Once you're in an AMP Story, the process of navigating around is identical to the process for Instagram Stories and Snapchat Discovery.

"Because AMP for email is an open spec, we look forward to seeing how other email clients will adopt it, too", added Sahney. Furthermore, in typical Google fashion, this technology is completely open-source so it's likely that we'll see further AMP improvements added in by other developers over time. "Our team can easily create lovely, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith. AMP for Gmail is available for developers today and will be rolled out to Gmail later this year. Most importantly, Google AMP Stories are meant to be engaging and fast, sparing the reader from lags and loading circles. Ain't they? The AMP Stories are exactly what they sound like.

Google said it developed AMP Stories in collaboration with the publishers.

To find AMP Stories, you're going to have to first head to g.co/ampstories using the Chrome application on your mobile device. It will allow publishers to build image, video or animated Stories for mobile that you people can swipe.

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But the real hope is that the new format will drive additional traffic to publisher sites. It's now going to modernize email using this frame with a feature it's calling AMP for Email.

Rudy Galfi, Product Manager for AMP at Google said in a blog post that "creating visual stories on the web with the fast and smooth performance that users have grown accustomed to in native apps can be challenging".

AMP on mobile webpages competes against Facebook's Instant Articles and Apple News as alternatives to publisher websites.

Additionally, some of the AMP Stories will include sound. And it looks like more Stories clones are the way to go.

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