Meta announced three ad updates at its brand building summit on Oct. 15, including Ads Super Burst, which is designed to maximize campaign awareness. In addition, the company launched a new way to measure cumulative brand exposure over time and First Impression Ads, which offers expanded options for Reels trending ads.
First, the Ads Super Burst option lets advertisers make the most of their campaign exposure within a short period, allowing brands to get a targeted awareness boost.
As explained by Meta: “Most brands have a few moments a year that matter more than the rest. This can be the window around a product launch, timing a campaign to an external event, such as an awards night, or the first weekend of a new sports season. Ads Super Burst lets you book a window of 3 to 24 hours and reach your audience at TV-like scale inside that window, and with category exclusivity available, no other advertiser in your category can book the same window.”
Essentially, advertisers will be able to secure priority ad placement and get a lot of exposure within their chosen time period.
It’s a higher-end ad option that comes with higher costs. But it could be a valuable option for brands looking to boost promotions tied into events.
Meta is also experimenting with First Impression Ads, which will ensure that advertisers’ promotions are in the first ad position in user feeds.
“Advertisers have asked us for the first ad position in Feed for years, and we are now testing it in the United States,” Meta said. “The first ad someone sees when they open their Feed comes with a kind of prominence no other placement offers. This is an early test, with just one brand per day, but we have heard feedback from advertisers that there is appetite for a product like this.”
LinkedIn, Snapchat and TikTok offer similar priority exposure options, enabling brands to book prime placement in the feed each day.
Meta is also continuing to build out its Reels Trending Ads offering, which allows brands to display their promotions alongside trending Reels content.
Meta said there are now 15 standard topics an advertiser can choose from for Reels Trending Ads, “including new categories around Home & Garden and Spanish language content, as well as seasonal lineups built around the moments that pull people together.”
Meta said it’s also expanding its targeting capabilities for this option.
Finally, Meta is testing a new product called Aggregated View Time, which will provide advertisers with cumulative exposure data for their video ads over a chosen time period.
Meta said that cumulative exposure can have a significant impact on sales intent. This new offering is aimed at highlighting extended exposure versus single impressions. It could be increasingly valuable as short-form video changes the paradigm around watch time metrics, Meta said.
