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Christian Martínez of Facebook: The intersection of mobile and video is the key to engaging with U.S. Hispanic audience
Maye Albornoz| 4 de diciembre de 2015
Hispanics use video to stay connected to their culture and their preferences prove that they want content that conveys cultural nuances, that strike a chord, caters to their interests and of course, available on mobile. This is what Christian Martínez, Head of U.S. Multicultural at Facebook, said regarding a survey commissioned by the company.For Martínez, this is a valuable and viable tool for their advertising partners to leverage, including the fact that Hispanics arent only consuming video content in Facebook, but also creating it. “The intersection of mobile and video is the key to engaging with the increasing U.S. Hispanic audience. Video has the power to show cultural nuances that can aid brands to connect with this group across screens” he assured.According to the survey more than 95% of U.S. Hispanics within the Facebook community uses mobile. In fact, Hispanics are 1.5 times more likely to watch video on their Smartphones than any other group. Regarding Facebooks reach in comparison with other traditional media like TV, Martínez said that in terms of monthly active users, Facebooks Multicultural affinity audiences are on par with the reach of the largest networks.
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