- According to Kelly MacLean, Facebook's lead ad planner in emerging markets, the way people consume ads in developing countries is much different than the U.S.
- Consumers in developing countries — like Brazil and India — actually enjoy Facebook ads and want to connect with brands more.
- The reason behind the positivity toward ads, according to MacLean, is that owning brands is equated with moving up in social and economic status.
Before things like Facebook connected the world, these cultural differences wouldn't have been as easily studied. For Facebook, the developing world — which makes up 30% of its users — is a lucrative market. Because of their positivity towards brand ads, the developing world is also a place for brands to take advantage of audiences more welcome to their messages.