Hey! So, I went to the AMP Ads workshop at Google's NYC headquarters a couple of weeks ago. It was great to get to meet the Google team and hear the justifications for AMP, and also to voice our questions and concerns about the road ahead.
There were representatives from five different agencies or production houses there (including myself), and without fail, the number one thing that each of us begged for was GSAP support. The Google engineers had apparently considered integrating animejs a while back, but balked at the 16k size of the library; GSAP is closer to ~30k, but they obviously are aware of how much we lean on the platform, so we'll see what they come up with. They're also considering implementing Canvas, which will open up some alternate avenues for us to do cool things like particles, etc.
One other thing - they asked us to provide sample creative units that we had built beforehand, and at the event they showed us our regular html5 units that had been converted with an internal tool (kind of like Swiffy, back in the day!). They looked great, minus some interactivity (hover-state animation); the thought is that such a tool could get us 90% of the way to a finished unit. I don't know when/if it will become widely available.
Anyway; other things to consider:
- re. security, there are more and more stories like this one, of shady ad networks perpetrating ad fraud
- not only is it a matter of security for users, it's also a matter of site performance, which impacts users' data and battery performance
- the uptick in AMP ads served is increasing
- the AMP HTML project is open-source, so you can contribute by making or improving components, etc.
- GWD outputs AMP ads
- as mentioned elsewhere, Adobe Animate will also output AMP. I saw a couple of sample units from the prerelease of this, and one was wack, but the other looked pretty impressive
- AMP ads work anywhere, not just AMP pages
That's it; hopefully, if someone from the AMP team checks out this post (which they've seen 👀), they'll correct me, or fill in details!