Meta unveils four new brand products at Brand Building Summit

Meta has used its Brand Building Summit to update advertisers on new and expanded brand products built around short-form video.

Reels now account for more than half of all time spent on Instagram. Meta says 71% of people believe it has the most influence in shaping the cultural trends they follow.

Across a study of more than 1,000 global campaigns, it says Meta built awareness 18% better than the average brand channel and drove a 73% lift in consideration.

Meta's Ads Super Burst 

Ads Super Burst lets advertisers book a window of 3 to 24 hours and reach audiences at TV-like scale within it, such as around a product launch, an awards night or the first weekend of a sports season. Category exclusivity is available, so no other advertiser in the same category can book the same window. Campaigns are planned in Reach Planner, which provides reach and price estimates with guaranteed delivery tied to them.

In testing over the past few months, advertisers saw a median 2.9 point lift in ad recall and a 0.6 point lift in intent, reaching a median of 34 million people per flight. Meta says that equated to 14% of the US adult audience online in a single day. Ads Super Burst moves to general availability this month, rolling out in phases.

First Impression Ads 

First Impression Ads, which place an ad in the first position in a user’s Feed, are being tested in the US. The test is limited to one brand per day. Meta says advertisers have asked for the placement for years and that feedback so far shows appetite for it.

Reels Trending Ads 

Reels Trending Ads place an ad immediately after the most-watched and most culturally relevant Reels on Facebook and Instagram. In campaigns that included them, action intent rose more than 5 percentage points against control groups with no campaign exposure, and the ads delivered an incremental 5 percentage point lift in unaided brand awareness.

Access was expanded to all advertisers last year. Advertisers can now choose from 15 always-on topics, including new categories for Home & Garden and Spanish language content, as well as seasonal lineups tied to the holidays and the start of football and basketball seasons. Custom audience exclusions will be added later this year.

Aggregated View Time 

Meta is also testing Aggregated View Time, which measures and optimises the total time someone spends with a brand across a week rather than each impression on its own. Meta argues that short-form video isn’t watched like television, and that people often see a brand for a second or two at a time across several days. Its research found five seconds of attention accumulated over a week drove 32% more offline sales than one continuous five-second view. Independent industry research found a similar pattern. The product is in alpha.