Local businesses will be the big beneficiaries of Facebook's continued push into mobile, says vice president of ads and business platform Andrew Bosworth.
But the company is also keen to prove the platform is a worthy spend for advertisers traditionally locked on TV.
The majority of Facebook's ad revenue comes from mobile – 84% – and the substantial amount of data helps shape future changes.
"We’re going to pursue any avenue we can to help business owners, all within the bounds of privacy control," Bosworth told Mashable.
"The mobile phone is nothing if not a portable device that we can take with us anywhere. I don’t think anyone’s taken full advantage of that and I think Facebook is well poised."
Come with us
While Facebook already helps TV advertisers compare success on Facebook to their usual methods, the company is aware that making the case to increase digital spend will be an ongoing process.
"We're trying to move beyond this idea of TV as a medium but more in what was the value TV created that marketers want to recreate on the mobile phone," Bosworth said.
Having largely demolished competition from newspapers for ad dollars, Facebook is counting on their might to trump TV and local – and it is hard to see it failing.