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Telling Better Stories Across the Open Web by Adam Greenberg (Sr. Global Product Partnerships Lead, Google)
- 1. Web Stories An open web format for visual storytelling Adam Greenberg Global Lead, AMP & Stories Partnerships
- 2. Proprietary + Confidential 75% of weekly mobile content consumers are interested in tappable stories in their top categories. A Forrester Consulting Thought Leadership Paper Commissioned by Google: Capture The Mobile Web Opportunity With Tappable Content, September 2019 Image: Buffer.com/library/instagram-stories - Instagram Stories: The Complete Guide to Using Stories - Buffer.com 📈 Stories are on the rise, especially among Gen Z Visually-Rich Bite-Sized Interactive
- 3. Stories in native platforms are wildly successful, but have some limitations for publishers Limited Monetization Restrictive Functionality Closed - Can’t Port Content Out Ephemeral
- 4. Web Stories enable new opportunities for the stories format Portable across sites & platforms Features unique to the web just like your own website Publisher controls distribution & monetization
- 6. Text (1998) Images (2008) Videos (2013) Confidential and Proprietary 6 Google is becoming more visual as users choose to create & consume new types of engaging content Stories 2020 & beyond Cameos (2018)
- 7. Stories on Google Surfaces Today Discover Feed Search - Visual Stories Block Search - Organic Links *Google Images also supports Web Stories
- 8. Proprietary + Confidential Discover helps people stay up to date with their interests effortlessly Recipes Fitness Travel Fashion Beauty Gaming Movies Discover
- 9. Proprietary + Confidential Creation Tools
- 10. Building Your First Story Tooling Options No Coding Required Drag and Drop WYSIWYG makestories.io nws.ai WP Plugin Coming Soon Desktop Editors
- 12. Benefits of Story Ads Confidential and Proprietary 12 Orchestrated & optimized Flexible & responsive Fully immersive & 100% viewable
- 13. +12% in awareness +12% in consideration +15% feature awareness Confidential and Proprietary 13 Attractive & Good for Brand Awareness Ads in Web Stories are Google Media Lab findings: In-lab Results show absolute lifts in all brand performance Example: Google Pixel ads running on CNN AMP Story Time spent on Story Ads (5.3 seconds) was demonstrably higher than that of the average mobile web-banner(3.5 seconds.) Users engaged further with this ad unit. Higher feature recall and consideration when compared to the ad in the Web Story environment when compared to the standard mobile web content.
- 14. Proprietary + Confidential What’s Next
- 15. Suggested Content Categories 15 Food Travel Beauty Fashion Entertainment DIY Wellness Gaming
- 17. Resources 17 ➔ Discover Overview - bit.ly/discover-surface ➔ Technical specs - bit.ly/storytechdoc ➔ Best Practices - bit.ly/storybestpractices ➔ Structured Data - bit.ly/story-data ➔ Stories SEO -bit.ly/story-seo
- 18. Proprietary + Confidential Thank You