Facebook Joins Hispanic Marketing Bandwagon

Social media giant opens office in Miami's Brickell business hub

Thursday, Nov 7, 2013  |  Updated 9:02 AM EDT
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It seems like every day a new company is looking to target the growing Hispanic market.
 
Now add Facebook to the list. The social media giant has opened an office in Miami's Brickell business hub. And on Wednesday night, it kicked off the new effort to match advertisers with Hispanic users at a party in the city's uber hip Wynwood Arts district.
 
Facebook executive Christian Martinez told those at the launch the company has identified about 23 million monthly Hispanic affinity users, putting it in range of the major Spanish-language networks. He called Facebook a dream platform for advertisers because each user view is connected back to the person's individual account.
 
Martinez said the company uses a variety of information to determine whether a user has a Hispanic affinity, including use of Spanish and interest in Hispanic content.

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