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Media Consumption Is Changing

The consumption of online content via mobile devices is growing. EMarketer’s stats show nearly 1 in 10 US internet users in 2016 will go online only through a mobile device—what eMarketer defines as mobile-only internet users. That figure is expected to rise in the future. Around  79% of B2B marketers stated they had a mobile-friendly site in 2016, shows the DemandWave research. The figure represents an increase compared to the state in 2014 when 57% of respondents said they had one.
Facebook, Apple and Google nowadays are competing with each other in a race who is gonna provide a better user experience with faster mobile loading. We already talked about each of their options individually. Let us compare them so you can find one that fits you the most.

Facebook Instant Articles

The problem of loading pages on Facebook concerns the consumers as well as the publishers, particularly the publishers who have an audience with low connectivity. Facebook Instant Articles is made to reduce load times and create articles that load instantly while being used from your Facebook App. Facebook Instant Articles are created to provide a fast and immersive reading experience for Facebook users. It will be turned into an open platform on April 12th, 2015 for publishers of any size.
How To Monetise Your Content With Facebook Instant Articles

With  Facebook Instant Articles ad model publisher can sell their own inventory and keep 100% of the ad revenue. Unsold inventory is sold by Facebook for a 30% cut. Using Instant Article, publishers will get a full control over their ads and their data as well.
#FacebookInstantArticles is made to reduce load times and creates articles that load instantly while being used from your #FacebookApp Click To Tweet

Apple News

Apple News  distributes news articles and  generates  dynamic, animated multimedia content, using JSON. The main goal of creating this app in on improving the user’s experience, to create a better reader experience by offering  lots of beautiful layouts and varied content from different sources. Like Facebook’s platform, the aim of the platform is to make the users stay on their own platform.
The application had, until lately, limited access, available only for a small group of publishing partners. Now the format is available to all Apple News publishers.
#AppleNews distributes #newsarticles and generates dynamic, animated multimedia #content, using JSON Click To Tweet
How To Monetise Your Content With Apple News
Publishers can sell their own inventory and keep 100% or let Apple sell the rest for a 30% cut. Publishers can adopt Apple’s advertising platform for their own ad network for content monetization within Apple News, instead of  trying to sell downloadable subscriptions.

Google AMP

Google’s product, called Accelerated Mobile Pages is aimed  to significantly  improve the performance of the mobile web. AMP aims to bring back a web-based experience. They support modern mobile content and a faster load of compelling and effective ads.
The downside of the project is that AMP pages don’t support many revenue streams for publishers, Interstitial ads and site takeovers,  elements that are script-based and widgets that suggest other reading.
#AcceleratedMobilePages is aimed to significantly improve the performance of the #mobileweb Click To Tweet
How To Monetise Your Content With Google AMP
Google AMP is a way of extending  the model of the free internet. This basically means that ads are sold by Google and traffic delivered via the Google search engine.

Instant Articles VS Apple News VS AMP

Google Accelerated Mobile Pages enables the creation of a fast-loading content independent of the ecosystem while Facebook Instant Articles and Apple News are created to keep the user with  their ecosystems, and their closed system  limits the monetization option.
The positive side of using Apple News for publishers is that they will increase content consumption. But they will lose the traffic on their own sites. It’s also important to mention that when using Apple News and Facebook Instant Articles, publishers don’t have control of navigation and discoverability of their content.
Facebook Instant Articles and Apple News similarities:

  • in-app experiences
  • Neither of those two platforms don’t allow users to view articles in their specific formats outside of the respective app.
  • experience-oriented
  • syndication-driven, they use very different syndication formats, but both are based on similar principles
  • Both are focused on performance, they are concerned with making articles look modern.

Accelerated Mobile Pages have different goals:

  • They are focused on web-based experience
  • AMP are performance-oriented
  • They are atomic documents
  • AMP are independent documents that live on your own web server. They are not a group of metadata that is expected to be transformed at some point into an article and rendered in apps.
  • The documents are designed to be rendered in the browser or WebViews.

It’s on you to figure out what is the best approach for your business. In all three cases, this is a push forward to a better user experience on mobile.
Which one do you think will prove to be the best one for your business? Let us know your thoughts in the comments section below.

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