DigiPublish World Forum

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

11. Proprietary + Confidential
Monetization

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