While Facebook Inc (NASDAQ:FB) is busy wooing marketers to shift their advertising money online, the company finds it alright to continue holding onto old fashion advertising methods. Facebook still looks to television and billboard advertising to promote its brand. In the U.K., the company has already this year spent millions of pounds on brand promotion through traditional mass media that include TV, press, cinema and billboards.
Start early this year, Facebook Inc (NASDAQ:FB) launched media campaigns in the U.K. where the company uses some of the most popular TV channels in the country and other traditional advertising channels to create awareness about its own brand.
6 million pounds so far
In 2014, Facebook poured nearly 16,000 pounds on traditional advertising in the U.K., but the social media giant is doing more this year. It is reported that Facebook has already placed 6 million pounds bet on U.K. traditional media advertising so far in 2015 in campaigns that started in February.
The eye-catching development here is not how much Facebook Inc (NASDAQ:FB) is putting on traditional adds to promote its brand, but how the company has dramatically shifted gears, almost contradicting its message to marketers, in turning to old fashion mass media promotions.
Whatever Facebook is up to achieve with its turn to traditional mass media for advertising, the company has succeeded in contradicting its own marketing tool. Facebook tells advertisers to use its platform, which boasts nearly 1.4 billion active users, to advertise their products instead of the aging traditional media, yet it is back on the old-fashion advertising itself.
Establishing trust with users
Experts have cited that the reason Facebook Inc (NASDAQ:FB) may have turned to traditional media for promotion is that the company wants to establish trust in its brand with consumers, which is easier to achieve through traditional mass media.
Since the February start of its U.K. advertising campaign, Facebook has spent nearly 3 million pounds on TV ads, 1.5 million pounds on outdoor media, 900,000 pounds on cinema campaigns and 600,000 pounds on press advertising.
Facebook generates revenue of about $12.4 billion annual mostly through digital advertising on its platform.
Others are doing it
Facebook Inc (NASDAQ:FB)’s turn to traditional mass media for brand building is not an isolated case. Other Internet giants such as Google Inc (NASDAQ:GOOG), Amazon.com, Inc. (NASDAQ:AMZN) and Apple Inc. (NASDAQ:AAPL) are also using traditional media to promote their brands.