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Facebook’s UK traditional media spend sky-rockets after TV ad push

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By John McCarthy, Opinion editor

April 13, 2015 | 2 min read

Facebook has made a considerable shift to traditional advertising in the first quarter of 2015, with Nielson estimating its UK spend to be £6m so far, up from £16,000 in the whole of 2014.

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The social network, which boasts 1.3 billion international users, has experienced the vast spend shift largely as a result of it releasing three ads on TV, online and prominently in the London Underground throughout February.

The slots focused on the power of friendship, each featuring minimalist covers of popular songs as the company repositions its marketing strategy.

At the time of the launch of the ads Facebook claimed they were released to “celebrate those connections and the different kinds of friendships that enrich our lives both on and off Facebook”.

The figures were released following Dentsu Aegis global digital director Jerry Daykin jumping to Facebook’s defence during the weekend in response to a damning report from the London School of Marketing designed to “find out what went wrong” with the firm’s digital ad credentials.

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