Christian Martinez, Facebooks sales manager for the Hispanic market, discussed with PRODU the social networks announcement that it is opening of a department specializing in the U.S. Hispanic market.We basically know that advertisers pursuing the Hispanic market are always looking for ways to reach this important audience in new, more efficient ways, and thats why we launched this new opportunity for brands and agencies Martinez said. According to the executive, the U.S. Hispanic market has become very interesting for the popular digital platform, which has some 23 million users and studies indicate that Hispanics visit it more frequently than members of the U.S. general market.Theyre mainly doing it on mobile platforms, and the levels of engagement are much higher than in the rest of the market. Thats extremely important, taking into account that the U.S. is not only Facebooks No. 1 market, but its also the most developed market in the world from a digital standpoint he said.Martinez also said that the demographic is reaching audience levels similar to those of the big Hispanic TV networks. As part of Facebooks new focus, it has also launched a new tool that allows the social network to be segmented by languages. Now we can tell in which language Hispanic members are using the platform, what percentage of the time theyre speaking English and how much in Spanish Martinez said.
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