Meta Sells Hourly Ad Space on Facebook and Instagram
Meta announced the availability of "Ads Super Burst," allowing advertisers to book a window of 3 to 24 hours in a single day on Facebook and Instagram at a pre-agreed price and reach.
During its "Brand Building Summit" event, Meta announced making its "Ads Super Burst" product available to all advertisers, allowing them to book a time window ranging from 3 to 24 hours in a single day across Facebook and Instagram, with pre-agreed pricing and estimated reach, according to the AdExchanger platform.
Meta guarantees campaign delivery within 5% of the set forecast at a frequency of one, and US brands can also book category exclusivity for selected major events.
The company also unveiled "First Impression Ads" in an early alpha phase, and an "Aggregated View Time" metric in initial testing.
Simon Whitcombe, Vice President at Meta, said that "a major cultural moment is priced differently than an average Tuesday," referring to the pricing of placements tied to major events.
What do these terms mean?
Ads Super Burst: An ad product that allows advertisers to reserve placement on Facebook and Instagram within a specified window of hours on a given day.
Frequency: The number of times a single person sees the same ad during a campaign.
Category Exclusivity: A right granted to an advertiser to prevent competitors' ads from appearing in the same placement during the booking period.
Reach: The number of different people who view the ad during the campaign duration.
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