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Facebook offers new targeting feature to reach 92 million expats

19 Mar 2015

Facebook has announced a new targeting feature that enables advertisers to reach the 92 million expats on the site. Expat Targeting has the ability to target ads to people whose current country of residence is different from their home country. This is good for advertisers who provide goods and services to expats.

Facebook offers new targeting feature to reach 92 million expats

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Marketers can now connect with expats living within a given country (like expats living in Brazil) and expats originating from a specific country (like people born in Brazil living abroad). Nationality-specific targeting is currently available for people from Brazil, Indonesia, China, South Africa and India.

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 India. Like many holidays, Diwali is a festival to be celebrated with family and friends. Using expat targeting, Etihad connected with expats with messages about travelling home for the holiday, reaching 536,00 Indian expats living in the Middle East, leading to 700 bookings and a 50X return on investment.

Like all Facebook products, this new targeting capability is built in a privacy-protective way. It does not share information with advertisers that tells them who a person is. Expat targeting is now available worldwide in all Facebook ads interfaces, including the API.