Most of federal ad spend goes to Facebook and Twitter

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OTTAWA

While hundreds of people in media lose their jobs and media outlets either shrink or close altogether, the federal government continues to place ads on social media websites notably Facebook and Twitter. These websites corner most of the federal advertising dollars, thanks to an ongoing increase in the use of digital advertising by government departments and agencies.
Online ads made up two-thirds of the ad spend of an ad budget of $39.2 million on advertising last year. For the social media was the most-used digital-media platform, representing 43 per cent of digital ad spending.
Last year also marked the lowest amount spent in over a decade on traditional advertising outlets like newspapers and television.
This comes as the result of a policy change in 2016 that saw federal organizations adopt a digital-first approach for communications.
Critics and media observers fear that this policy not only hurts traditional media outlets like newspapers, but also means some, mainly older, Canadians are missing the federal messages altogether.
Furthermore it should be a matter of concerns that a huge chunk of taxpayer dollars is going to foreign-owned digital companies like Facebook and Google, while domestic media outlets are clinging on life support.

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