Facebook has opened a Miami office under its Latin America sales head Alexandre Hohagen to help agencies and advertisers connect with U.S. Hispanic users on the social network. With an audience of
23 million, Facebook says it has one of the largest Hispanic user segments among media and digital platforms.
Hispanics on Facebook also tend be more active than average each month in
areas including mobile usage, downloads and length of sessions. As an example, the company noted that 69% of this group was active on Facebook six out of the last seven days compared to 67% of all
U.S. users. In the last 30 days, they have also uploaded 338.4 million photos and posted 1.1 billion comments and 5.8 billion Likes.
“As this online market continues to grow,
Facebook will help businesses understand how to offer the tools with which to reach this important audience with flexible, creative campaigns to drive meaningful results,” the company stated.
Among other targeting options, Facebook allows marketers to reach people in the U.S. who choose to use the site in Spanish. There were 53 million Hispanics in the U.S. overall as of July 2012,
with that population projected by the U.S. Census Bureau to more than doubled to 128.8 million by 2060.
Along with Hohagen, who was previously based in Latin America, Facebook has
brought on Christian Martinez, formerly vice president of network and interactive sales at Univision, to help lead ad sales for the Hispanic market in the new Miami office.
continue to oversee Latin America sales while assuming his new responsibilities in Miami. Before joining Facebook in 2011, he headed sales in the region for Google.