It seems that Google is beginning a large push for their Accelerated Mobile Pages (AMP) technology today, with the announcement of a dev program for Gmail and now AMP Stories for their search. At its AMP Conf in Amsterdam, the company today announced the launch of the AMP story format. AMP for Email will serve to make emails "more interactive and engaging" by allowing developers to create email content that is essentially evergreen - in other words, content that can dynamically change and stay up-to-date over time.
So an email from Pinterest, for example, could contain actionable content, allowing users to Pin content to their own Pinterest account without leaving Gmail.
"AMP Stories have extraordinary potential to enhance how we create mobile content". Here's how to find and use Google's brand new AMP Stories... Like any web page, publishers can host an AMP story HTML page on their site and link to it from any other part of the site to drive discovery. You'll see small horizontal lines or dots at the top indicating how many pages are in that story, and can tap on the left side of the screen to go back, or tap on the right side to go forward.
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The Stories format is one that's picked up a lot of steam over the past couple years, and it'll be immensely interesting to see how people take to them showing up in their online searches. To kick things off, Google has a bunch of partners including A CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post.
The rep also added that "AMP Story content should be fulfilling and standalone".
The format comes with preset but flexible layout templates, standardised UI controls, and components for sharing and adding follow-on content. Images and text can be used interchangeably depending on the context, and the format has been developed specifically for the mobile platform.
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Word of Google's AMP Stories project first leaked out last summer.
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