Ad Network Oridian Targets Expats Living in U.K.

Global ad network Oridian has created a dedicated ad channel to target U.K. residents born overseas, particularly within the Polish expatriate community.

Including over 400 Polish Web sites, 30 Indian sites, as well as South American, Australian and South African sites, the channel uses IP targeting to serve tailored ads in non-premium content to users visiting non-U.K. sites from within the U.K. The channel encompasses an estimated 1.5 million unique users since it launched a month ago, and Oridian is aiming to double that figure by the end of 2008.

“Our clients are constantly looking for massive reach, as well as the ability to reach exclusive users in unexplored market segments,” said Ofir Sapir, director of operations for Oridian U.K. “As a result, the idea was born to build this unique channel targeting people living in the U.K. who browse on foreign sites in their home countries.”

Brands currently making use of the channel include U.K. bank NatWest, which recently has launched an offering aimed at Polish nationals living in the U.K. The channel enables them to serve Polish-language creatives promoting the account to users within the U.K.

Similarly, News Corp.-owned tabloid newspaper The Sun is using Oridian’s offering to advertise a Polish language edition, which recently was made available in the U.K. in conjunction with the 2008 European soccer championships.

“It’s important to find an audience segment that offers untouched users, and reduces duplication for advertisers who use a number of networks for one client,” said Simon Bale, Oridian’s U.K. sales director. “This new channel has proved successful for a number of brands, some of which have campaigns specifically targeting Polish immigrants.”

According to Bale, the concept was initially discussed in response to demands from classified recruitment advertisers seeking to employ Polish workers in the U.K.