Ads Super Burst and Meta's other brand formats: what was announced in October 2026

On 15 October 2026 Meta introduced brand formats: Ads Super Burst, a 3–24 hour reach window with category exclusivity; First Impression Ads, the first ad in Facebook Feed; and an expansion of Reels Trending Ads. Here is what's available and who it suits.

What did Meta announce?

At its Brand Building Summit on 15 October 2026 Meta showed tools for reach and awareness campaigns. Some are available now and some are in testing, so check what you see in your own account before planning budget.

Ads Super Burst: who is it for?

Ads Super Burst lets you book a 3 to 24 hour window of concentrated reach. Optionally you can take category exclusivity: no other advertiser in your category can book the same window. Campaigns are planned in Reach Planner, which secures inventory and gives reach and price estimates with guaranteed delivery. The format is moving to general availability in phases. It suits launches, sales and events where a specific day matters.

First Impression Ads and Reels Trending Ads

First Impression Ads is the first ad people see in Feed when they open Facebook, one brand per day. For now it's an early test in the US only. Reels Trending Ads run right after popular Reels: 15 always-on topics plus seasonal lineups (holidays, the start of sports seasons); the format is available to all advertisers.

How to measure brand campaigns

Daily ROAS isn't the main yardstick for these campaigns. Meta is testing Aggregated View Time, the total time people spend with a brand over a week rather than single views; it's still in alpha. Until then, look at reach, frequency and the trend in branded searches and direct visits after the campaign.

What to do now

1. Pick the moment: a launch, a sale or a date when you need big reach within hours.
2. Check Reach Planner in your account: is Super Burst available in your market?
3. Build creative for a short window: one clear idea people get on first view.
4. Keep regular campaigns for everyday sales — brand formats don't replace them.
5. Measure beyond ROAS: reach, frequency, branded searches and direct visits after the campaign.

Metriverra shows branded searches and direct visits next to your Meta spend, so it's easy to see whether a brand campaign lifted demand after launch.

In short

• Ads Super Burst — a 3–24 hour window with category exclusivity, booked in Reach Planner.
• First Impression Ads — the first ad in Facebook Feed, US test for now.
• Reels Trending Ads — after popular Reels, 15 topics, open to all.
• Aggregated View Time — a weekly attention metric, in alpha.
• Availability depends on the market — check your own account.

Sources: Meta for Business — Meta Brand Building Summit (15.10.2026) · Search Engine Land — Meta introduces new brand advertising formats