Facebook’s latest ad unit could come in handy for music marketers: “We’re announcing new features that help Pages promote their events and see how they’re performing,” announced the social network yesterday. “In the coming weeks, Pages will be able to create ads for desktop and mobile News Feed that boost awareness of events and drive responses. Previously, these types of ads were only shown in the right-hand column on desktop.” The company claims that 400m people are using its events feature – note, that’s only around 30% of its overall active users – with nearly 30% of the events that they connect to being created by Pages, rather than just other Facebook users. It’s a bit of a niche-of-a-niche, then, to get marketers spending more money to promote events as ads. That said, new analytics on how events have been seen and responded to will be welcomed by marketers using the feature.

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