Meta is rolling out new advertising products designed to give brands greater visibility during high-impact moments, including Ads Super Burst, which allows advertisers to book concentrated campaigns lasting three to 24 hours, and First Impression Ads, currently being tested in the United States on Facebook Feed.

Announced at the Meta Brand Building Summit, the updates also include expanded targeting options for Reels Trending Ads and early testing of Aggregated View Time, a measurement tool intended to assess the cumulative time people spend viewing a brand’s video advertising over a week.

Ads Super Burst is designed for brands seeking to maximise visibility during time-sensitive occasions, such as product launches, award ceremonies, major sporting events and seasonal shopping periods.

The format allows advertisers to reserve a campaign window of three to 24 hours, reaching audiences at scale during the selected period. Category exclusivity is also available, preventing another advertiser in the same category from booking that window.

Advertisers can plan campaigns through Meta’s Reach Planner, which provides estimated reach and pricing, with delivery guaranteed in line with those estimates.

According to Meta, advertisers that tested Ads Super Burst in recent months recorded a median 2.9-percentage-point lift in ad recall and a 0.6-percentage-point lift in purchase intent. Each campaign flight reached a median of 34 million people, equivalent to 14 percent of the US adult online audience in a single day.

The product is moving towards general availability in October 2026, with a phased rollout.

Kathryn Quart, Vice President of Planning at Spark Foundry, said the format helped address the challenge of delivering time-sensitive messages within a short window.

“Ads super burst helped us solve a challenge for our client: how to ensure a priority, time-sensitive message had guaranteed visibility with our target audience within a short window,” Quart said.

She added that a 12-hour campaign delivered strong reach among the target audience and performed as expected, prompting the agency to recommend using the format again during the competitive holiday season.

Meta is also testing First Impression Ads in the United States, giving advertisers access to the first advertising position users see when they open Facebook Feed.

The early test is limited to one brand per day, offering advertisers a prominent placement at the start of a user’s Feed session.

Meta said advertisers have sought access to this position for years, adding that the test will help it explore demand for the format.

Meta is expanding Reels Trending Ads, which place advertisements immediately after popular and culturally relevant Reels on Facebook and Instagram.

The company said campaigns incorporating the format recorded an increase of more than five percentage points in action intent compared with control groups that had not been exposed to the campaigns. The format also delivered an incremental five-percentage-point lift in unaided brand awareness.

Advertisers now have 15 always-on standard topics to choose from, including new categories covering Home and Garden and Spanish-language content. Seasonal lineups will also allow brands to align campaigns with occasions such as holidays and the start of football and basketball seasons.

Meta plans to introduce custom audience exclusions for campaigns using Reels Trending Ads later this year, giving advertisers more control over the audiences they reach.

The expansion follows the company’s decision last year to make Reels Trending Ads available to all advertisers.

Meta is also testing Aggregated View Time, an early-stage product designed to measure and optimise the total time people spend viewing a brand’s video advertising over a week, rather than assessing each ad impression separately.

The company said short-form video consumption differs from traditional television viewing, with audiences often encountering a brand through several brief interactions spread across multiple days.

Meta cited research suggesting that five seconds of accumulated attention over a week drove 32% more offline sales than a single, continuous five-second view. It also referred to independent industry research indicating that cumulative viewing time can better predict outcomes than focusing on a single long view.

Aggregated View Time remains in the alpha stage. Meta said the aim is to help advertisers understand how repeated, shorter interactions can contribute to long-term brand recall and marketing effectiveness.

Together, the new products reflect Meta’s effort to give advertisers more control over campaign timing, premium placement, cultural relevance and video measurement. The company said the initiatives are intended to support marketing objectives across different stages of the advertising funnel.