During his long tenure at Facebook, Andrew Bosworth has been tasked with creating both the company's newsfeed and its mobile advertising strategy. Now, Bosworth—Facebook's vp of ads and business—has his sights set on another shift in how people use the plaform by making it more useful.
Bosworth, a close advisor to CEO Mark Zuckerberg, believes people don't use smartphones in their daily lives nearly as much as they should.
"I continue to be really caught up with these tremendously capable devices, in terms of what they can do—location awareness, cameras—they've got everything you need, and we do not use them in the physical world nearly as often as I would expect," he said, speaking with Adweek after giving a talk at the Consumer Electronics Show in Las Vegas on Friday. "I mean, if I told you that you had this device, you would imagine you would be using it for more regular things in your life. And instead, mostly, other than maps, you use it to transport yourself into the internet."
Hyperlocalizing the expansive digital network is the next step, he added. In Bosworth's mind, Facebook should help people directly order food, buy tickets to events, find out what to do on a Saturday night and shop until their heart's content straight from the app. Some of this has already begun, as Facebook integrates chatbots that help people order things through third-party partners. Others have begun to bubble up organically, such as people using Facebook's recommendations service to solicit ideas from friends in any given city.
"I think 2017 is going to be a time to chip away at all these daily annoyances we all have that should be a lot easier," he said. "All these little things that are just dingy little annoyances should be a lot better, and we're going to start chipping away at those. And it's not just use, but as an industry we're trying to finally make these devices live up to their potential."
Here's what else Facebook's product mastermind wants to see in 2017:
Better creative and audience data Bosworth said personalized ads through both artificial intelligence and customized media buying is going to help brands better target consumers that are interested in any given product or service.