What ad agencies want from Google AMP ads: Smaller file sizes and video AMP ads

Google is bringing its Accelerated Mobile Pages technology to mobile ads, and Digiday’s Jessica Davies talks to agencies about what they want to see from AMP ads. One creative director emphasized the importance of making sure AMP ads are scaled, which will force advertisers to adopt the format, while another agency said they wanted to see ads that use less mobile data for the user. Though video ads aren’t part of Google’s plans right now, agencies also said they wanted to see fast video ads: “Agencies are trying to get to the point where we can deliver rich experiences like video that can be delivered fast and don’t slow page loads. The next wave will be delivering video in low file sizes. That’s the dream.”