Meta’s Ads Super Burst sells 3-to-24-hour reach windows. First Impression Ads tests in the US

Meta announced four brand advertising products for Facebook and Instagram at its Brand Building Summit on 15 October 2026. The biggest is Ads Super Burst, which lets a brand book a window of 3 to 24 hours and buy reach at a fixed, planned price. Meta says the product moves to general availability this month in a phased rollout. It has not said which countries come first.

Ads Super Burst sells Meta reach like a TV slot

Advertisers plan a Super Burst in Reach Planner, Meta’s tool for estimating reach and cost before a campaign runs. Delivery is guaranteed against those estimates. Brands can also pay for category exclusivity, so a rival in the same category cannot book the same window.

Meta’s own test figures: a median lift of 2.9 points in ad recall and 0.6 points in purchase intent. A median flight reached 34 million people. Meta compares that to 14% of US adults online in a single day. These are Meta’s numbers from early advertisers, not an independent study.

The pitch is aimed at budgets that still go to TV for launches, sports finals and holiday peaks. Measurement groups such as IAB Europe’s connected TV rules show how hard buyers push for comparable reach numbers across screens.

First Impression Ads gives one brand the top of Facebook Feed

The second product is a test in the US only. One advertiser per day gets the first ad a person sees when opening Facebook Feed. Meta has published no results for it and says the test is meant to measure demand.

Reels Trending Ads now covers 15 topics, including Spanish content

Reels Trending Ads place a brand right after popular Reels. Advertisers can now pick from 15 always-on topics. Home and Garden and Spanish-language content are new. Seasonal line-ups cover holidays and the start of US football and basketball seasons. Meta says campaigns using the format lifted action intent by more than 5 points against control groups. Custom audience exclusions are promised “later this year”.

Aggregated View Time counts attention across a week

The fourth item is a measurement metric in early alpha. Aggregated View Time adds up the time a person spends with one brand’s videos over a week, instead of judging each view alone. Meta’s research claims that five seconds collected across several views drove 32% more offline sales than one five-second view.

The launch follows Meta’s earlier move to put an AI assistant into Ads Manager, which works on performance budgets. Super Burst targets the other half of the plan: brand money that is usually booked in advance.

Advertisers in Europe can check Reach Planner in their own account this month. If Super Burst appears there, they can compare its guaranteed reach and price for a 24-hour window with the cost of a TV spot for the same launch date.