Facebook’s latest ad targeting product homes in on people living away from their native countries.
Facebook today announced a new advertising targeting feature that gives marketers the ability to reach the 92 million expats on Facebook.
The feature enables marketers to target expatriates living within a given country or people from a specific country who are living abroad. Such nationality-specific targeting is currently available for people from Brazil, Indonesia, China, South Africa and India.
In a blog post announcing the new targeting product, Facebook said Middle East airline company Etihad Airways tested it last fall before the Indian holiday Diwali. There are 27 million Hindus on Facebook who live outside of India, according to Facebook. “Using expat targeting, Etihad connected with expats with messages about traveling home for the holiday,” the post said, “reaching 536,00 Indian expats living in the Middle East, leading to 700 bookings and a 50X return on investment.”
Expat targeting is now available worldwide on all Facebook ads interfaces.
About The Author
Martin Beck is Third Door Media’s Social Media Reporter, covering the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.
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