The Department for Education (DfE) uses digital advertising as a cost effective way to reach target audiences, to deliver awareness and behaviour change campaigns to support government priorities such as recruiting teachers, starting apprenticeships and tackling child abuse.
In line with other government departments we buy media space through the government appointed media buying agency, Carat. The majority of our spend is on the department’s teacher recruitment campaign. In the financial year 2017-18, DfE purchased media space on Facebook, Twitter and Instagram to the value of £1,581,186.99. In 2018-19 to the end of September we spent £640,931.55. Ad hoc spend may not be included in this amount. On occasion, there may be some spend in certain months which will carry over into the following month.