Meta announces Ads Super Burst, First Impression Ads, and Aggregated View Time metrics

Meta announced three new ad features at the Brand Building Summit. Ads Super Burst allows advertisers to reserve a three- to 24-hour window with category exclusivity, intended for product launches and event promotions. First Impression Ads, currently testing in the US, let one brand per day claim the first ad spot users see when opening their feed. Aggregated View Time introduces a new video performance metric measuring average total weekly view time across all of an advertiser's videos, currently available for reporting with potential future optimization capability. Jon Loomer notes that the first two features likely appeal most to large-budget brands, while Aggregated View Time could have broader applicability.