New mobile site brings readers near-instant load times for content and ads
The Washington Post is rolling out a lightning-fast mobile web experience, radically enhancing its mobile news site with near-instant load times for both content and advertising. The Post combined its own technology with Progressive Web Apps (PWA) and the Google-led Accelerated Mobile Pages (AMP) technologies to create a better user experience for its fastest-growing audience.
“Mobile is the future. Our goal was to create the fastest mobile news site, setting a new standard of speed,” said Shailesh Prakash, chief technology officer for The Washington Post. “By the end of the year, this will be our default mobile experience—one that delivers extremely fast articles and ads while protecting a user’s privacy. We’ve already seen a significant increase in engagement from users since we launched in beta and expect to see more as we expand to our entire user base.”
Load times on the new mobile site will be near-instant at sub-one second and just as fast when browsing offline or when a device is set to airplane mode. When users click on a Post article, the text, ads and images load immediately even when there is low bandwidth, spotty signals, or no wifi service.
“We’re excited to see early adopters like The Washington Post out front leveraging these new web technologies like AMP and PWA to deliver an improved news reading experience to their users,” said Rahul Roy-Chowdhury, VP Product Management at Google Chrome. “Mobile devices act like a remote control for much of our lives helping us stay in touch, entertained, informed and productive while on the go. It’s therefore important that the experience on mobile is fast, smooth and reliable.”
The Post is also redefining the advertising experience on mobile by making ads that load as quickly as articles.
“Consumers demand light and fast ads, and with ad blocking and viewability concerns across the industry, this new technology moves us even closer to a solution,” said Jed Hartman, chief revenue officer for The Post. “Ad experience and user experience go hand in hand, and we are committed to helping our advertisers improve their results and create a better experience for their audience with faster content delivery.”
The Post’s mobile technology will also be available via The Post’s publishing platform Arc.
About The Washington Post’s Arc Publishing
Arc Publishing (www.arcpublishing.com) is a state-of-the-art digital platform and suite of tools that’s engineered to meet the needs of modern publishers. Built by engineers and designers at The Washington Post, Arc is made up of flexible, sophisticated tools that work seamlessly together and can function individually. Arc spans the range of technology needs for digital publishers, including video, mobile web and apps, syndication to distributed platforms, automatic content testing, data mining and innovative monetization tools. At its core, Arc is about speed: for readers, the newsroom, advertisers and developers.