Twitter plans to open a sales office in Brazil as the microblogging service seeks to boost advertising sales in fast-growing nations, said Adam Bain, president in charge of global revenue.
The social-media company, which has offices throughout the U.S. and in the U.K. and a total sales staff of about 200 globally, plans to open a Brazil site soon, Bain said in a meeting with journalists at Bloomberg News in San Francisco. Bain said his team met with marketers and potential employees in the past two weeks.
“We’re really infatuated with the market there,” he said, citing future events such as the 2014 FIFA World Cup and the 2016 Olympic Games in Rio de Janeiro. “The digital marketplace in Brazil is alive in a big way.”
Twitter is benefiting as more advertisers seek new ways to reach consumers, including internationally and through mobile devices. The company, which says it has more than 140 million active users, expects to generate at least $1 billion in sales in 2014, two people with knowledge of the matter said last month.
Brazil is home to one of Twitter’s largest audiences, Bain said. Until now, operations there have been run out of the U.S.
Twitter’s user base in Brazil rose 24 percent since January to 41.2 million in July, according to Semiocast, a research company. Semiocast estimates that Twitter has more than 500 million accounts, and about 8 percent of those are located in Brazil, the researcher said.
The company is also looking at potential expansion in other areas of Latin America, including Mexico and Chile, Bain said.
Mobile advertising continues to lead desktop-based ads on most days, Bain said. The company gets the majority of its users through mobile devices, he said.
“It’s a trend that I think will continue,” he said.
–Brian Womack and Mark Milian, with assistance from Douglas MacMillan