Meta is selling brands a way to own a day on Facebook and Instagram. Ads Super Burst, announced at Meta's Brand Building Summit on 15 October, lets an advertiser reserve a window of 3 to 24 hours to reach a very large audience at once, according to PPC Land.
How it works
Advertisers plan the burst in Meta's Reach Planner, which secures inventory on the chosen dates and gives an estimate of reach and price. Meta guarantees delivery against that estimate. The exclusivity is optional: for a price, other brands in the same category are kept out of the window. Meta has not said how categories are defined or what exclusivity costs.
In Meta's tests, a burst reached a median of 34 million people, which Meta says is about 14% of US online adults in a single day. Ad recall rose a median 2.9 points and purchase intent 0.6 points. These are Meta's own figures, and the research behind them has not been published.
The rest of the launch
- First Impression Ads, in early US testing, sells the first ad position people see when they open Facebook Feed to one brand a day.
- Reels Trending Ads now covers 15 standard topics, with audience exclusions due later in 2026.
- Aggregated View Time, in alpha, totals how many seconds a person spends with a brand's ads across a week.
Meta says general availability for Super Burst starts in October 2026, rolling out in phases. It has not named countries, a minimum spend or a pricing model.
