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Facebook made its fortunes by convincing marketers to shift their advertising budgets to the internet.Shaun Gregory, chief executive of Exterion Media, which delivers advertising throughout the London Underground, said the reason Facebook had started to invest "shedloads of cash in out-of-home advertising" was that mass media are an essential tool in building a brand and establishing trust with consumers.Facebook more than doubled its global advertising spend from 2012 to 2014, when it spent $135m on adverts, according to last year's earnings statement.In turning to traditional media, Facebook is following Google and many other digital media companies that have adopted old-fashioned methods for brand-building.Brian Wieser, an analyst at Pivotal Research, said most large web-based or ecommerce marketers were spending at least some money on traditional advertising, with Amazon, Priceline and Google among the largest advertisers on US TV.Last year the company bought TV, press and outdoor ads to publicize some of the most popular channels on YouTube, its video site.
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