Now, the company is implementing that same technology into Gmail, appropriately dubbed "AMP for Email". This will let users get more done inside Gmail. Executed in an Instagram-like Stories format, AMP is essentially a visual search experience that brings up relevant content around your search term. Many people rely on email for information about flights, events, news, purchases and beyond-more than 270 billion emails are sent each day! However, the timeline for AMPs actually coming to Gmail is quite vague; Google merely said it'll happen "later this year". And AMP Stories seems like yet another shot at it. Simply search g.co/ampstories in your mobile browser for any of the following outlets: CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media and The Washington Post. What is AMP? AMP is a Google's project aimed at faster delivery of content.
Because Google rewards the best real estate in its search results to websites that load quickly, expect to see more publishers adopt AMP Stories in the near future.
Benefits of the preview include the abilities to keep email content up to date in real-time to interact with messages without needing to open other tools.
Stories are everywhere. It started from Snapchat, but now you have it on Instagram, Facebook, Messenger, WhatsApp and YouTube. For interested publishers, you can check out how to develop AMP Stories here. "Our team can easily create handsome, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith.
The AMP Stories format is available for free, open to anyone to use.
Creatively crafted full-screen stories for mobile that are rich in graphics and videos while not compromising on content is the way forward with this kind of format.
The downside is, there's no ad support yet for the new format, which could hamper early adoption rates among publishers.