Washington: Social networking giant Facebook has announced a new targeting feature that will enable advertisers reach 92 million expats with their ads.
Facebook said there are 92 million people who live abroad and use the social network to connect with friends and family back home, sharing key life milestones and everyday moments alike.
To help businesses reach people living abroad, today we’re announcing a new targeting feature that enables advertisers to reach the 92 million expats on the social networking site, Facebook said on Tuesday.
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.
The new feature is already being used by Etihad Airways, a leading Middle East airline. The targeting feature enabled the airline to connect with the 27 million Hindus on Facebook living outside India before Diwali, the festival of lights.
Using expat targeting feature and with the messages about travelling home for the Diwali holiday, Etihad reached 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. Facebook said it doesn't share information with advertisers that tells them who the individual users are.
The targeting is now available worldwide in all Facebook ads interfaces, including the API.