Facebook US Engagement Is Declining; MRC Omni-Video Standard Is Ready For Its Close-Up

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Disengaged

Facebook and Snapchat are slowly but surely losing engagement in the United States. Average daily time spent on Facebook decreased by three minutes in 2018, while time spent on Snapchat has plateaued over the past year, according to eMarketer. Time spent on Facebook will remain flat this year, with US adults spending roughly 38 minutes with the platform per day across all devices, down two minutes from eMarketer’s previous forecast. By 2020, average daily time spent on Facebook will drop to 37 minutes. “Less time spent on Facebook translates into fewer chances for marketers to reach the network’s users,” said eMarketer principal analyst Debra Aho Williamson. As for Snapchat, adults will use the app for 26 minutes per day on average through 2021, below eMarketer’s previous forecast of 28 minutes per day for 2019. Meanwhile, daily usage on Instagram will increase by one minute every year through 2021. More.

Crossing Platforms

The MRC is getting closer to offering a single measurement standard for video ads across screens and devices. Last week, the measurement body finished a comment period on the draft of a cross-media audience standard, which tightens rules for how digital video companies and TV broadcasters record ad views. While most of the framework has been well received, two provisions have been highly contested, primarily among mobile marketers, MRC CEO George Ivie tells Axios. Mobile companies oppose the Duration Weighted Video metric, which bases impressions on a 30-second denominator, because mobile ads don’t play for as long as TV spots. The MRC will also raise its viewability standard from 50% of pixels in-view for two consecutive seconds to 100% of pixels in-view for that time, a tough blow for scrolling feeds. More.

Just Browsing

Alphabet has fended off antitrust investigations into Google’s search business, local services, comparison shopping and smartphone OS. But don’t forget about the power it exerts over the web through Chromium, the open-source browser software that Chrome is based on. Chrome is the dominant web browser, with about 70% of desktop users, and other browsers, including Brave, Opera and Microsoft Edge, are based on Chromium. When those other browsers experience problems, getting fixes from Google engineers can be difficult, Bloomberg reports. This week YouTube stopped working for people with the updated Edge browser, following previous episodes in which Netflix stopped working for Brave’s browser and Google Docs and Gmail users experienced problems in Firefox. More.

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