The social media giant is also testing new measurement formats to help advertisers understand reach and scale.
Meta has launched new brand advertising formats across Facebook and Instagram.
Ads Super Burst is a new way for advertisers and agencies to build brand awareness through short, highly concentrated campaigns.
Announced at Meta’s Brand Building Summit, last week, this latest update aims to help advertisers tap into cultural moments to reach the right people, earn their attention and turn it into a brand memory.
Meta cited a study which suggested 71% of users report its platforms have the most influence in shaping the cultural trends they are following.
For many brands, there are a handful of moments in the year that matter more than most, for example: the Super Bowl, Black Friday or Christmas. Meta’s Ads Super Burst allows advertisers to book a three to 24 hour window to reach audiences at TV-like scale inside that period exclusively – meaning no other brand in that category can book the same.
Advertisers can plan their campaigns and secure inventory during the desired dates using reach planner, which will also give an estimated reach and price with a “guaranteed delivery tied to those estimates”.
According to the social media giant, advertisers that have been testing the Ads Supoer Burst feature over the past few months saw a median 2.9 point lift in ad recall and a 0.6 point lift in intent.
The feature will be rolled out to advertisers in phases starting later this month.
Meta also announced it is testing the first ad position in feeds in the US. The tech firm said the first ad a user sees when they open their feed on its platforms has a “prominence no other placement officers” and advertisers have suggested there is an appetite for a product as such. Testing is currently in the early days.
The company is also expanding access to its reels trending ads to all advertisers. Since launching last year, Meta has built out the product and there are now 15 always-on topics to choose from such as home and garden, spanish language content as well as seasonal moments.
It has also expanded the targeting capabilities to include custom audience exclusions, which is set to come later this year. This will give brands more control over who their campaigns are reaching through reels trending ads.
Finally, Meta is also in the early testing stages for a new measurement product called Aggregated View Time. This will be a way for advertisers to measure and optimise the total time a user spends with a brand across a week, instead of each impression on its own.
The social media firm said “the goal is to help brands build long-term brand memory in the way that short-form actually delivers it, in many small moments that add up over time”.
