At its brand building summit on Oct. 15, Meta announced three new ad options and a new measurement test aimed squarely at awareness campaigns. After years of pushing automated performance buying, Meta is now selling brands guaranteed moments.
Ads Super Burst is built for the few moments a year that matter most — a product launch, an awards night, the first weekend of a sports season.
It’s a premium product with higher costs than standard auction buying, but it could be valuable for brands running event-driven promotions.
Meta is also testing First Impression Ads in the United States, guaranteeing the first ad position people see when they open Feed. Meta says advertisers have asked for this placement for years. The early test allows just one brand per day. LinkedIn, Snapchat and TikTok already offer similar priority placements.
Meta has been removing manual controls on the performance side (see Meta ad placement controls are disappearing). Super Burst and First Impression Ads are the premium counterweight: paying for time and position instead of letting the algorithm decide.
Before these products roll out more widely, map your must-win moments for the year, estimate what it would cost you if a competitor locked category exclusivity first, and prepare to report brand campaigns on cumulative exposure rather than single impressions. Exclusivity goes to whoever books first.
An awareness option that lets advertisers book a 3–24 hour window and reach their audience at TV-like scale. With category exclusivity, no competitor in the same category can book that window.
Not yet. Meta is testing them in the United States with just one brand per day.
Cumulative exposure to an advertiser’s video ads over a chosen time period, highlighting extended exposure rather than single impressions.
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