At its Brand Building Summit on 15 October, Meta said it is testing Aggregated View Time. Instead of scoring each impression on its own, it adds up the total time one person spends with your brand across a week. Meta's own research claims five seconds of attention spread across a week drove 32% more offline sales than one continuous five-second view. A Meta planning director quoted 21% on LinkedIn two days earlier, and Meta hasn't published the method behind either figure.
Double click on it and the direction is clear. If Meta starts optimising to time across a week, it stops rewarding one long, polished view and starts rewarding repeated short meetings with your brand. My read: that suits Meta, because more short placements across Reels, Stories and Feed means more inventory sold to the same advertiser.
For a Shopify brand, it lines up with how people actually buy. Nobody watches one ad and checks out. They see you on Tuesday, again on Thursday, then a friend mentions you. Repeated, varied exposure builds familiarity, and familiarity builds trust. The psychology hasn't changed. Meta is just starting to measure it.
It also backs our Meta rule: creative diversity drives performance, and more angles beat more edits. A week of short meetings needs several different short ads (a demo, a review, a founder line, a problem solved) so people don't see the same clip five times. But it's alpha, the two numbers don't agree, and performance accounts see no change yet. Plan for it. Don't rebuild around it.