AMPProject.org reports that AMP HTML pages load between 15% and 85% faster than non-AMP pages. Unfortunately this speed comes at a cost. According to Search Engine Watch, "by stripping down the experience of using the mobile web, Google is stripping out a lot of the infrastructure advertisers and marketers currently depend on to deliver impactful brand messages to users."
While marketers will have to reconfigured their approach to digital ads, the result should be more effective ads. We have all had the experience of clicking on to a page with a mobile device only to abandon the page soon thereafter, due to slow-loading ads. If the page and ads load instantaneously, the ads inherently become more visible and effective.
Although the new AMP initiative means more changes for online marketers, it also presents an opportunity. As with Google's past mobile friendly roll outs, as this new platform develops, we should see big ranking rewards for websites that get onboard. For now, however, the AMP initiative still seems to be in the early stages, and not impacting all types of sites. As with all Google roll outs, we will be watching as this develops.