The news: Meta added new advertising tools to support brand-building and engagement efforts on its platforms.

Ads Super Burst supports short, highly concentrated campaigns designed to maximize awareness during an important sale, launch, or large cultural event. Advertisers can book a window between 3 and 24 hours to reach audiences at a “TV-like scale,” and no others in the same category can book the same window.

First Impression Ads are the first ones users see upon opening their feed. Booking is via a reservation with fixed CPMs so advertisers know costs up front.

Aggregated View Time measures how much time a consumer collectively spends with a given brand across a week—rather than a single video view—to reflect how short-form content is consumed differently from television. Meta reported that 5 seconds of attention added up over a week can drive 32% more offline sales than one continuous 5-second session.

First Impression Ads and Aggregated View Time are in alpha testing.

The bigger picture: Meta is closing in on the top spot in US digital advertising—we project it will generate $100.86 billion in net digital ad revenues in 2026, ahead of Alphabet’s $94.81 billion and Amazon’s $56.77 billion. That emerging lead is supported by Meta courting brand budgets that traditionally have gone to TV.

The new formats build on Meta’s push to optimize for feeds built for endless scroll and accommodate fragmented content consumption.

• Super Burst’s category exclusivity mimics the single-advertiser lockup that brands pay high prices for during live TV events, which could help brands with major launches buy out a category window without committing to a big-budget TV spot months in advance.
• Aggregated View Time shifts what counts as meaningful ad exposure by tracking how engagement accumulates, pushing marketers to judge short-form video based on overall exposure.

Recommendations for marketers: Use Meta’s new tools to maximize reach while considering how KPIs and measurement frameworks may need to evolve alongside changing user behavior.

• Look beyond basic video engagement metrics like completion rates to get a full picture of how users are engaging with brand content, including tracking across app families to factor in the wealth of short-form offerings across platforms.
• Compare awareness and conversion metrics between top-of-feed placements and spots among relevant content to determine which is more impactful.
• Determine what kinds of large-scale moments—be it a live event or an annual sale–are worth a short, high-velocity advertising push like Super Burst, and whether that intensity could drive consumers away instead of boosting sales.