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Web Stories
An open web format for visual storytelling
Adam Greenberg
Global Lead, AMP & Stories Partnerships
Proprietary + Confidential
75%
of weekly mobile
content consumers are
interested in
tappable stories in
their top categori...
Stories in native platforms are wildly successful,
but have some limitations for publishers
Limited
Monetization
Restricti...
Web Stories enable new opportunities for the stories format
Portable across sites & platforms
Features unique to the web j...
Text
(1998)
Images
(2008)
Videos
(2013)
Confidential and Proprietary 6
Google is becoming more visual as users choose to c...
Stories on Google Surfaces Today
Discover Feed
Search - Visual
Stories Block
Search - Organic
Links
*Google Images also su...
Proprietary + Confidential
Discover helps people
stay up to date with
their interests
effortlessly
Recipes
Fitness
Travel
...
Proprietary + Confidential
Creation Tools
Building Your First Story
Tooling Options
No Coding Required Drag and Drop WYSIWYG
makestories.io nws.ai WP Plugin Coming ...
Proprietary + Confidential
Monetization
Benefits of Story Ads
Confidential and Proprietary 12
Orchestrated &
optimized
Flexible &
responsive
Fully immersive &
100...
+12%
in awareness
+12%
in consideration
+15%
feature awareness
Confidential and Proprietary
13
Attractive & Good for
Brand...
Proprietary + Confidential
What’s Next
Suggested Content Categories
15
Food Travel Beauty Fashion
Entertainment DIY Wellness Gaming
Resources
17
➔ Discover Overview - bit.ly/discover-surface
➔ Technical specs - bit.ly/storytechdoc
➔ Best Practices - bit....
Proprietary + Confidential
Thank You
Telling Better Stories Across the Open Web by Adam Greenberg (Sr. Global Product Partnerships Lead, Google)
Telling Better Stories Across the Open Web by Adam Greenberg (Sr. Global Product Partnerships Lead, Google)
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Telling Better Stories Across the Open Web by Adam Greenberg (Sr. Global Product Partnerships Lead, Google)

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Telling Better Stories Across the Open Web by Adam Greenberg (Sr. Global Product Partnerships Lead, Google)

  1. 1. Web Stories An open web format for visual storytelling Adam Greenberg Global Lead, AMP & Stories Partnerships
  2. 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. 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. 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
  5. 5. 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)
  6. 6. Stories on Google Surfaces Today Discover Feed Search - Visual Stories Block Search - Organic Links *Google Images also supports Web Stories
  7. 7. Proprietary + Confidential Discover helps people stay up to date with their interests effortlessly Recipes Fitness Travel Fashion Beauty Gaming Movies Discover
  8. 8. Proprietary + Confidential Creation Tools
  9. 9. Building Your First Story Tooling Options No Coding Required Drag and Drop WYSIWYG makestories.io nws.ai WP Plugin Coming Soon Desktop Editors
  10. 10. Proprietary + Confidential Monetization
  11. 11. Benefits of Story Ads Confidential and Proprietary 12 Orchestrated & optimized Flexible & responsive Fully immersive & 100% viewable
  12. 12. +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.
  13. 13. Proprietary + Confidential What’s Next
  14. 14. Suggested Content Categories 15 Food Travel Beauty Fashion Entertainment DIY Wellness Gaming
  15. 15. 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
  16. 16. Proprietary + Confidential Thank You

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