Meta 推出 Ads Super Burst、首位展示广告及聚合播放时长等三项广告新功能
Ads Super Burst, First Impression Ads, and Aggregated View Time
Meta 在品牌建设峰会上推出 Ads Super Burst、首位展示广告和聚合播放时长三项广告新功能。Ads Super Burst 支持广告主在 Reach Planner 中预订 3 至 24 小时的同品类独占曝光窗口；首位展示广告正在美国测试每日单一品牌的信息流首位广告预留；聚合播放时长按单周汇总用户观看全部视频的平均总时长，目前仅开放报表度量。
梳理了高预算独占展位与聚合视频时长指标的机制，读者可以据此评估品牌曝光资源与视频度量方式的变化。
During the recent Brand Building Summit, Meta shared several updates. Here are the details of three new ad features…
1. Ads Super Burst
Ads Super Burst allows advertisers to book a window of three to 24 hours to reach your audience. With category exclusivity, no other advertiser in your category can book the same window.
Meta suggests this might be used around a product launch, promoting an external event, or the first weekend of a new sports season. You can plan these campaigns in Reach Planner to secure inventory during your desired dates.
2. First Impression Ads
Meta says that advertisers have asked for the first ad position in feeds for years, and now it’s being offered as a test in the US.
Reserve the first ad spot that users see when they open their feeds. Nothing about the ad unit will look any different from your typical feed ads, but only one brand will have access to this prime location per day during the test.
My concern is what this could do to performance of other ad placements. If Meta is saying that the first ad in feed performs best and that spot can be reserved, wouldn’t it suggest that other advertisers will have less access to this ad spot when they don’t reserve it? And if that’s the case, won’t overall performance suffer?
3. Aggregated View Time
This is a new way to measure video ad performance. Instead of just looking at a single video view (continuous 2-second view or ThruPlay view), Meta takes an aggregated approach. This metric finds the average total view time people saw all of your videos during a single week.
For now, Aggregated View Time is only a metric that you can use in reporting. There are rumors that AVT is coming for video ad optimization, too.
Are These Relevant to You?
My impression is that Ads Super Burst and First Impression ads are most likely going to be attractive to big brands with large budgets, but Aggregated View Time should have a broader impact on all advertisers.
What do you think of these new features?
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来源：Jon Loomer Digital · jonloomer.com