Facebook News Feeds To Get Event Ads - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Software // Social
News
8/29/2014
11:48 AM
Connect Directly
LinkedIn
Twitter
RSS
E-Mail
50%
50%

Facebook News Feeds To Get Event Ads

Facebook's newest ad unit lets businesses promote events within users' news feeds. Here's what to expect.

Facebook Privacy: 10 Settings To Check
Facebook Privacy: 10 Settings To Check
(Click image for larger view and slideshow.)

Facebook announced a new type of ad this week to help businesses more effectively promote events. Event ads were traditionally displayed in the right-hand column of Facebook's desktop version, but the new ad unit will promote events within users' news feeds, the company said.

Facebook's events feature is used by more than 400 million people across the world, according to the social network. Nearly 30% of these events are created by Pages. This new ad unit, plus event insights, will give businesses more details about how effectively they're reaching their audience, Facebook said.

Event ads both on desktop and mobile will display a Sponsored tag below the event name to distinguish it from unpaid events. Like other events, the ad will also show the event details, and include buttons to like the Page and event, comment on it, and share it.

[Popular social apps may track your every move. Read Location Tracking: 6 Social App Settings To Check.]

Page owners have two ways to create event ads: either by using the Ad Create tool, or the Power Editor. You can expect to see these new ads in the coming weeks, Facebook said.

Facebook will also launch an event insights dashboard, which Page admins can view in the right-hand column of an event page. You'll see stats on the number of people who have seen a link to the event on Facebook, the number of people who have viewed it, and the number of joins, saves, and maybes that the event has received.

In addition to the changes for Pages and advertisers, events got a facelift on the user end, too. Aside from a cleaner look that displays the events you were invited to, saved, and are hosting, you'll see suggested events based on information such as the Pages you like, your location, and the day of the week.

Facebook hints that these changes to events are the first of more to come, but did not disclose what users might see in the future.

Moving event ads from the right-hand column to users' news feeds frees up more-expensive ad real estate. In June, Facebook announced a redesigned ad format on the right-hand side that advertisers could expect to pay more for, since Facebook planned to serve fewer ads in this location.

"The redesign of right-hand column ads is part of an ongoing initiative to improve our ads in general," Facebook said at the time. "These results suggest that we're on the right path: People are finding the new right-hand column ads more engaging and advertisers, therefore, are getting more value for their ad impressions."

Facebook recently made improvements to ads on the user end, too. Earlier this year, Facebook launched a new feature that details why you see certain ads and lets you adjust topics of interest.

In its ninth year, Interop New York (Sept. 29 to Oct. 3) is the premier event for the Northeast IT market. Strongly represented vertical industries include financial services, government, and education. Join more than 5,000 attendees to learn about IT leadership, cloud, collaboration, infrastructure, mobility, risk management and security, and SDN, as well as explore 125 exhibitors' offerings. Register with Discount Code MPIWK to save $200 off Total Access & Conference Passes.

Kristin Burnham currently serves as InformationWeek.com's Senior Editor, covering social media, social business, IT leadership and IT careers. Prior to joining InformationWeek in July 2013, she served in a number of roles at CIO magazine and CIO.com, most recently as senior ... View Full Bio

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
Joe Stanganelli
50%
50%
Joe Stanganelli,
User Rank: Author
9/11/2014 | 8:37:53 AM
Re: Sounds promising
And solicitations on LinkedIn itself aren't even the only problem.  I got SO mad when I found out that this guy who ran a bunch of groups I belonged to was essentially using LinkedIn groups to collect email addresses for spam purposes.

And yet he's not the only one (although he was an especially egregious example).  This, unfortunately, makes Groups perhaps the worst feature about LinkedIn.

Well, other than some of those stupid clickbaity Pulse articles.

...no...no...Groups are still worse.
Kristin Burnham
50%
50%
Kristin Burnham,
User Rank: Author
9/10/2014 | 2:39:51 PM
Re: Sounds promising
LinkedIn's messages need an overhaul. I, too, get a ton of unwanted solicitations.
Joe Stanganelli
50%
50%
Joe Stanganelli,
User Rank: Author
8/31/2014 | 1:07:12 PM
Re: Event advertising
@stotheco: You flatter me!  :)

Their monetization really hasn't changed too too much since the company went public; rather, going public shed more light on their monetization and their revenues, which perhaps goes a long way toward accounting for the avalanche-like slide the stock price saw on opening day.
Joe Stanganelli
50%
50%
Joe Stanganelli,
User Rank: Author
8/31/2014 | 1:05:40 PM
Re: Sounds promising
@stotheco: I think it is the answer.  And remember: Facebook isn't charging to send messages; it's charging to send a notification to the recipient about the message if they are not a Facebook friend.

And really, when you think about it, it's very rare that you need to message someone on Facebook who is not a Facebook friend (absent a message accompanying a Friend Request) where you haven't had an introduction from a mutual Facebook friend at first.

So expected messages and messages from friends still get seen.  It's the unsolicited messages from people you have nothing to do with that -- while still sent and received -- are not heralded with a prominent notification.

Sounds good to me.
Joe Stanganelli
50%
50%
Joe Stanganelli,
User Rank: Author
8/30/2014 | 9:57:23 PM
Re: Sounds promising
@Henrisha: I tend to doubt that that move was about "monetizing messages;" rather, I think, it was to solve a legitimate problem: Facebook spam.

I'd really like to see a similar deployment on LinkedIn -- where I have, in the past, gotten tons of spam messages (that is, until I majorly cut down on which LI groups I belonged to).
Joe Stanganelli
50%
50%
Joe Stanganelli,
User Rank: Author
8/30/2014 | 9:55:10 PM
Re: Event advertising
@Henrisha: I'm not convinced that FB is going about monetizing event ads in the proper way, though.

For instance, to be specific, the event I was specifically interested in that FB advertised to me was an upcoming gig by comedienne Amy Schumer.

Why not sell tickets for some of these events online through the event process?  Then, not only is the client getting a better idea of how well the event ads are working, but Facebook is getting a direct commission/cut.

But then, Facebook perhaps prefers that they get a significant payday that isn't tied to performance, given their purported track record/public controversies about their practices...
Joe Stanganelli
50%
50%
Joe Stanganelli,
User Rank: Author
8/29/2014 | 10:34:13 PM
Event advertising
I'm not complaining.  The events that get advertised to me are exponentially more relevant to me than the events my Facebook friends invite me to.

They're also way more relevant to me than "regular" Facebook ads.  For some reason, Facebook is convinced that I'd be interested in taking classes in woodworking and motorcycle repair, donating sperm, and buying major enterprise software.
Joe Stanganelli
50%
50%
Joe Stanganelli,
User Rank: Author
8/29/2014 | 10:31:05 PM
Re: Sounds promising
FWIW, I actually have had an event advertised to me on Facebook that I would be interested in if not for the particular venue.
Thomas Claburn
50%
50%
Thomas Claburn,
User Rank: Author
8/29/2014 | 4:14:46 PM
Sounds promising
If Facebook can offer some proof that event ads actually get people (who aren't friends) to come to events, this will be valuable service.
Slideshows
11 Things IT Professionals Wish They Knew Earlier in Their Careers
Lisa Morgan, Freelance Writer,  4/6/2021
News
Time to Shift Your Job Search Out of Neutral
Jessica Davis, Senior Editor, Enterprise Apps,  3/31/2021
Commentary
Does Identity Hinder Hybrid-Cloud and Multi-Cloud Adoption?
Joao-Pierre S. Ruth, Senior Writer,  4/1/2021
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
Successful Strategies for Digital Transformation
Download this report to learn about the latest technologies and best practices or ensuring a successful transition from outdated business transformation tactics.
Slideshows
Flash Poll