Meta announced new formats for brand campaigns at its Brand Building Summit on October 15, 2026: Ads Super Burst, First Impression Ads, more Reels Trending Ads topics and an attention metric in alpha (Meta). They are for launches and sales, when a brand needs to reach a lot of people in a short time.
I’d treat them as formats for large brand budgets. Ads Super Burst promises what no performance campaign can, guaranteed reach within hours and your category to yourself for that window. If you sell mostly through performance ads, none of this is urgent, and of the three formats the one I would test is Reels Trending Ads.
Ads Super Burst
- You book a window of 3 to 24 hours and reach your audience at scale inside that window.
- With category exclusivity, no other advertiser in your category can book the same window.
- You plan it in Reach Planner and get an estimate of reach and price, with guaranteed delivery tied to those estimates.
- In tests, Meta reports a median lift of 2.9 points in ad recall and 0.6 points in intent, and a median reach of 34 million people per flight. Meta says that is 14% of the US adult audience online in a single day.
- Meta is moving it to general availability in phases.
Source: Meta.
It fits a brand with a launch date, a sale day or an event, and the budget to reach a national audience in one day. Meta describes Ads Super Burst as reach at TV-like scale, and I read it as a play for the money brands spend on TV for launches and events: guaranteed reach on a known day, with the category to yourself. The risk is that a large budget goes out in one window. There is no time to learn or to fix a weak creative, and the results come in ad recall and intent rather than sales.
First Impression Ads
First Impression Ads take the first ad position in Feed, so yours is the first ad a person sees there. Meta is testing them in the United States with one brand per day (Meta), which in practice means large brands.
Reels Trending Ads
You choose one of 15 always-on topics for your ad. Meta reports that action intent grew more than 5 percentage points against control groups with no campaign exposure, and unaided brand awareness grew 5 points. Meta plans custom audience exclusions (Meta).
Meta opened Reels Trending Ads to all advertisers last year, so of the three formats it is the most accessible for a small brand. You choose the topic, but not the content your ad runs next to. With a wide audience and a moderate budget, pick the topic your audience watches.
Aggregated View Time
Aggregated View Time is an attention metric, now in alpha. In Meta’s data, five seconds of attention added up over a week drove 32% more offline sales than one continuous five-second view (Meta).
The metric values frequent short attention, which suits short video. If you run video for a brand, that is a reason to judge it by total attention per person rather than by one long view. Keep in mind that it is Meta’s own metric in alpha, and check it against your own sales data.
A burst needs a Sales campaign behind it
A burst creates demand for a day, and a Sales campaign has to catch it. If you book one, have retargeting and search campaigns ready for the days after the flight. Judge the burst by brand lift, branded search and direct sales in those days, not by clicks. Brand formats add reach, and the sale still comes from Sales campaigns that learn from your purchases.