There are still a lot of large questions, like how prominently Google will underline AMP Stories in search, either Google will offer absolute collection for formulating them and how promotion income splits will be handled. There are no ads in AMP Stories yet, even yet a format has been in testing given August. But a biggest doubt is how publishers and advertisers will conflict to carrying mixed places to uncover their charcterised ‘zines.
There are dual ways we see this going. The existence is it will expected be a brew of both, yet we consider a opportunities transcend a threats for Snapchat.
The threat: Google steals calm and ads from Snapchat
Having a world’s many renouned promotion and information height boat into your business should be during slightest a small unnerving.
On a calm side, Snapchat won’t have a corner on chain of Discover-style content. That weakens a negotiating position when distinguished deals with publishers. Previously, after building adult a group to emanate a visible articles, publishers didn’t have anywhere to go, so they were mostly stranded with Snapchat’s income separate terms unless they were peaceful to glow or reassign a staff.
Snapchat now won’t indispensably have exclusivity on calm combined for Discover, as publishers competence find to horde it on their sites and foster it in hunt by Google AMP Stories. This comes during a time when Snapchat’s peer-to-peer Stories have been copied by Facebook’s apps and Discover stays one of a many differentiated features.
If Snapchat refuses to let publishers reuse Discover calm on AMP Stories, it could piss off news outlets, disincentivize investment in producing top-notch calm or pull them to collect Google over Snapchat.
Meanwhile, advertisers will have some-more register to feat for straight video ads, potentially shortening a rates of Snapchat’s ads. Google’s scale and relations with advertisers could concede it to captivate dollars divided from Snapchat Discover.
But… a fact is that Google and Snapchat have really opposite audiences. Snapchat’s users askance most younger than Google’s. Most advertisers would wish to strech one demographic or a other or both. So it’s doubtful that Google AMP Stories would directly cannibalize Snapchat Discover ad revenue. That’s because we consider Google’s attainment looks some-more like…
The opportunity: Google recruits some-more publishers to Discover’s format
Think of it like Google building a possess code of VCR in a early days of videotapes. Snapchat competence not wish foe for a possess VCR, yet if Google convinces some-more film studios to make videotapes, a rising waves of a format could lift all boats.
Publishers have had to put a lot of trust in Snapchat Discover until now. If they built adult a calm origination team, and afterwards Snapchat mislaid recognition or buried a Discover underline or monetization didn’t go well, a news opening had no alternative. And once they done a content, there was nowhere else to put it.
Now, publishers have a sidestep in box Snapchat stumbles. They’ll still be means to uncover their Discover calm elsewhere. And with some-more observation opportunities and chances to acquire ad income to replenish their investment, publishers could flow some-more resources into formulating high-quality visible articles.
The event to sell ads opposite a calm twice could remonstrate some-more publishers to dive into a format. Snapchat warranted some-more than $100 million for a calm partners in 2017, yet Google AMP could grow a ads cake for a whole format. And pulling in recycled calm from Snapchat could be a bonus to AMP Stories, given publishers could start experimenting with it but gambling a large investment on a success of Stories in search.
Exploiting this event competence need Snapchat to disencumber a hold on publishers, and strictly concede them to reuse calm on AMP Stories. If it wanted a compromise, it could window Discover content, requiring it to stay disdainful to a height for 24 hours or longer. Snapchat could still surveillance a high-performance local mobile apps as a improved approach to devour a calm than a mobile web.
The whole equation could change if Facebook and Instagram rise their possess chronicle of Discover. Snapchat competence have to clamp down and insist on exclusivity afterwards as Instagram offers a identical demographic of audience, yet that would risk publishers selecting Facebook’s apps over it.
But for now, Snapchat could perspective Google as an fan opposite Facebook and Instagram. If they can popularize a straight slideshow mobile repository format together, publishers competence prognosticate a dollar signs required to staff adult Discover/AMP Stories calm teams.