More than half of Facebook's nearly 1 billion users access the site from mobile devices, but Facebook has struggled to make money from them. Zuckerberg emphasized the untapped potential of the medium.
"I think its easy for a lot of folks to ... really underestimate how fundamentally good mobile is for us," Zuckerberg said, citing the sheer mass of mobile users and their high engagement levels.
Zuckerberg compared mobile as a medium to television. The ads have to be more integrated, he said.
The early results from Facebook's still-developing products are promising: "Those mobile ads perform better than the regular column ads on desktops," Zuckerberg said.
Some outside analysts share his enthusiasm. Research firm eMarketer predicts that Facebook's annual mobile ad revenue will hit $629 million by 2014, becoming second only to Google(GOOG). But for 2012, eMarketer estimates Facebook's mobile sales at a scant $73 million.
Facebook has made a few mobile missteps. Betting on HTML5 was "one of the biggest, if not the biggest, strategic mistakes we've ever made," he said.