Facebook Adds Expat Targeting

Facebook continues to expand its ad-targeting options, this time allowing marketers to reach the 92 million expats on the social network.

ExpatTargetingFacebook continues to expand its ad-targeting options, this time allowing marketers to reach the 92 million expats on the social network.

In a Facebook for Business post, the social network said brands can now target expats by both the countries they are currently residing in and their nations of origin.

The feature is available globally via all Facebook ad interfaces, including the ads application-programming interface, for brands looking to target users from Brazil, Indonesia, China, South Africa and India.

The same privacy features that Facebook applies to other ad-targeting options are included with this feature: Advertisers will not receive any data that reveals who users are.

Reader Or Fialkov of Fialkov Digital shared screenshots with SocialTimes last October depicting targeting of expats by all, India and Pakistan.

Middle East airline Etihad Airways was highlighted in the Facebook for Business post:

Since many expats travel home for the holidays, Etihad Airways, a leading Middle East airline, saw an opportunity before Diwali to connect with the 27 million Hindus on Facebook living outside of India. Like many holidays, Diwali is a festival to be celebrated with family and friends. Using expat targeting, Eithad connected with expats with messages about traveling home for the holiday, reaching 536,000 Indian expats living in the Middle East, leading to 700 bookings and a 50X return on investment.

Etihad Airways vice president of marketing Andrew Ward added in the post:

People expect communication to be personal, relevant and mobile. With Facebook’s expat targeting, we were able to speak to a highly relevant audience and deliver them something that was truly valuable in real-time. That’s the secret to a great campaign.

Advertisers: Will you try out Facebook’s expat targeting?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.