On 15 October, Meta announced new brand formats for Facebook and Instagram, along with a new video metric.
Ads Super Burst
You can reserve a window of concentrated reach lasting between 3 and 24 hours, with the option of category exclusivity. During that window, your ads are the only ones from your category that your target audience sees. This format works well for flash sales and launches.
First Impression Ads
This is currently a test in the US only. It guarantees the first ad in Facebook Feed to a single advertiser per day in each market.
Reels Trending Ads
This format has been available to selected advertisers since the start of 2026. Meta has now expanded the list of categories and added new targeting controls.
Aggregated View Time
This new metric measures the total attention your video receives across all impressions. ThruPlay, by comparison, only counts whether an individual view reached a set threshold.
How to book
Ads Super Burst and First Impression Ads aren’t available in self-serve Ads Manager. They need to be booked in advance through a Meta representative.
There are fewer than 30 First Impression Ads slots available in the US for November, so if you’re planning for Black Friday and Cyber Monday, it’s worth sorting your booking out now.