Google introduces “AMP Stories” in Mobile Search  and “AMP for Email” in Gmail
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Google introduces “AMP Stories” in Mobile Search and “AMP for Email” in Gmail


Google is introducing snapchat-like Stories
feature to the Google Search Results page on mobile devices. Some stories are best told with text while
others are best expressed through images and videos. On mobile devices, users browse lots of articles,
but engage with few in-depth. Images, videos and graphics help publishers
to get their readers’ attention as quickly as possible and keep them engaged through
immersive and easily consumable visual information. AMP stories are built on the technical infrastructure
of AMP to provide a fast, beautiful experience on the mobile web. Just like any web page, a publisher hosts
an AMP story HTML page on their site and can link to it from any other part of their site
to drive discovery. And, as with all content in the AMP ecosystem,
discovery platforms can employ techniques like pre-renderable pages, optimized video
loading and caching to optimize delivery to the end user. AMP stories aim to make the production of
stories as easy as possible from a technical perspective. The format comes with preset but flexible
layout templates, standardized UI controls, and components for sharing and adding follow-on
content. AMP stories are available for everyone to
try on their websites. As part of the AMP Project, the AMP story
format is free and open for anyone to use. Few publishers such as CNN, Mashable and The
Washington Post have already started using the AMP Stories. Also, starting today, you can see AMP stories
on Google Search. To try it out, search for publisher names
(e.g CNN ) within g.co/ampstories using your mobile browser. At a later point, Google plans to bring AMP
stories to more products across Google, and expand the ways they appear in Google Search. Also Google is bringing the power of AMP to
email through the Gmail Developer Preview of “AMP for Email.” This new spec will be a powerful way for developers
to create more engaging, interactive, and actionable email experiences. For example, imagine you could complete tasks
directly in email. With AMP for Email, you’ll be able to quickly
take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire
right from the email message. Many people rely on email for information
about flights, events, news, purchases and beyond—more than 270 billion emails are
sent each day! AMP for Email will also make it possible for
information to easily kept up-to-date, so emails never get stale and the content is
accurate when a user looks at it. Companies like Pinterest, Booking.com and
Doodle are developing new experiences for consumers using AMP for Email The AMP for Email spec is available today
and Gogole is planning for support in Gmail later this year. Now, Developers can get developer preview
access to AMP for email in Gmail.

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