AMP uses a paired AMP approach for their free articles

240% PVs (YoY)
*YoY: May in 2018 and 2019.
201% Average growth in CTRs (YoY)
*YoY: May in 2018 and 2019.
344% Ad revenue (YoY)
*YoY: May in 2018 and 2019.

Asahi Shimbun is the second largest newspaper company in Japan with a 140-year history, based on the corporate philosophy of "think together and create together". To showcase journalism should be in the digital domain, they operate a website called Asahi Shimbun Digital. Because a large portion of their traffic comes from mobile devices, they conducted a mobile site acceleration project last year to increase their mobile page speed uses a paired AMP approach for their free articles across 30% of their domain. Because of this focus, they decided to use AMP's superiority in UX optimization and display in mobile search to optimize their AMP pages even further, including using strategies shared on They made these improvements to their AMP site without having to make major infrastructure changes. Instead they worked towards a faster page display while securing the visibility of the user on the page displayed in the cache..


  • They optimized the page by using lighthouse scores such as image size and format as KPI. The aim is to increase traffic through the improvement of SEO and UX.
  • To increase ad revenue per page view, they helped implementation of amp-ad as well as header bidding. The KPI is to increase eCPM: the value of 1PV.
  • They optimized the design component that utilized Google Optimize. As a KPI, we aimed to improve the CVR of PV and paid members as a result by raising the user's migration rate (CTR).


As a result of continuing improvement of the AMP page, in the first quarter of fiscal year 2019 in the AMP page, PV increased 213%, advertising income increased 256% and CV increased 195% compared with the previous year.

AMP offers great extensibility and an improved user experience despite the same easy coding as HTML. In particular, even with minimal changes to the infrastructure, the speeding up of pages through caching works, which in turn makes the Web more attractive in the mobile world.
On our AMP page, we implemented components such as amp-list (infinite scroll) and Native infeed that were released the other day to further improve the user experience. In the future, we will aim to provide a site that more meets the needs of users while following the latest expression technologies such as AMP Email and AMP Stories, which must be widespread after this.

Toshiyuki Watanabe, AMP project manager at The Asahi Shimbun