Sophie Blake
Meta has introduced new advertising products for Facebook and Instagram, including Ads Super Burst, a reservation-based format that allows brands to secure advertising windows of three to 24 hours during major events, product launches and other high-priority campaign periods.
Announced at Meta’s Brand Building Summit, the updates also include First Impression Ads, expanded Reels Trending Ads and a new measurement metric called Aggregated View Time.
The changes give advertisers additional options for securing prominent placements, planning campaigns around cultural events and measuring audience attention across multiple video exposures.
Ads Super Burst introduces TV-style advertising reservations
Ads Super Burst allows advertisers to reserve a specific advertising window across Facebook and Instagram, with pricing and expected audience reach agreed upon before the campaign begins.
Unlike Meta’s conventional auction-based advertising system, the format provides a predetermined reach target and pricing structure. Meta aims to deliver reach within 5% of its forecast, according to AdExchanger.
Campaigns can run for three to 24 hours, allowing advertisers to concentrate exposure around events such as sporting competitions, awards ceremonies, shopping periods or product launches.
In the United States, advertisers can also request category exclusivity for selected dates, preventing competing brands in the same category from reserving the same advertising window.
Meta has designed the format with a frequency cap of one, meaning each impression is intended to reach a different person rather than repeatedly exposing the same user to the campaign.
Advertisers can use Meta’s Reach Planner to estimate costs and potential reach before booking.
According to Meta, early campaigns using Ads Super Burst reached approximately 34 million people per campaign flight and generated a median 2.9-point increase in ad recall.
The company is making the product available through a phased rollout in October. Reservations operate on a first-come, first-served basis, and pricing varies depending on demand for specific dates.
First Impression Ads offer priority Facebook feed placement
Meta is also testing First Impression Ads, a new advertising placement that allows brands to secure the first ad position users encounter when opening their Facebook Feed.
The product is currently in early testing in the United States, with availability limited to one advertiser per day.
Advertisers purchase the placement through a reservation model with fixed cost-per-thousand-impression (CPM) pricing, providing greater predictability over campaign costs.
The format is intended for campaigns where advertisers want to prioritize initial visibility rather than rely exclusively on auction-based placements.
Meta has not announced a timeline for broader availability or disclosed pricing details for the new placement.
Reels Trending Ads expand with additional content categories
Meta is extending Reels Trending Ads, which allow brands to place advertisements alongside popular short-form videos on Facebook and Instagram.
The expansion introduces 15 always-on content categories, including Home & Garden and Spanish-language content, alongside seasonal categories associated with holidays, sports and other events.
The additional options allow advertisers to align their campaigns with specific topics and trending content.
Meta also plans to introduce custom audience exclusions later this year, giving advertisers more control over which users are included in these campaigns.
According to company-reported research, campaigns incorporating Reels Trending Ads generated more than a five-percentage-point increase in action intent compared with unexposed audiences, as well as a five-point incremental lift in unaided brand awareness.
These figures reflect Meta’s reported campaign results and do not establish that similar outcomes will occur across all advertisers.
Aggregated View Time measures cumulative video attention
Alongside the new advertising formats, Meta is testing Aggregated View Time, a measurement tool designed to assess how much time users spend viewing a brand’s video content across multiple exposures.
Instead of evaluating individual video views separately, the metric combines attention accumulated over a seven-day period.
The approach is intended to account for short-form video consumption, where users may encounter the same advertiser several times across different sessions.
Meta cited internal research suggesting that five seconds of cumulative attention distributed across a week was associated with 32% higher offline sales than a single continuous five-second exposure.
The company is positioning the metric as an additional way for advertisers to evaluate brand exposure beyond conventional view counts and individual video engagement.
Aggregated View Time remains in early testing, and Meta has not confirmed when it will become broadly available.
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