It's been an eventful day for Google. First the company experienced a rare slip up when it prematurely released a draft of its third-quarter earnings for 2012.

The figures revealed Google's net income was down 20 per cent to US $2.1 billion and resulted in its stock price slipping 9 per cent.

Adding insult to injury, the draft contained the holding text “PENDING LARRY QUOTE”, referring to Google CEO Larry Page. Soon enough a Pending Larry Twitter account sprung up, leading to a meme and some red faces at Google.

But aside from the hiccups the really interesting news came during Larry Page's earning's conference address, where he flagged the company's move towards a multi-screen experience.

Multiplication

Page opened his address by saying Google was well placed to take advantage of the trend of users wanting a seamless experience when moving from desktop, TVs and mobile devices. 

“We’re seeing tremendous innovation in advertising, which helps us monetize mobile queries more effectively than desktop today. Our mobile monetization per query is already a significant fraction compared to desktop,” Page explained.

Page said the shift from one screen to multiple screens presented Google with the opportunity to innovate and increase monetisation, similar to search in 2000.

Convergence

Page touched upon the theme of convergence, and how Google was working to make cross-promotional advertising more attractive to marketers.

“Advertisers should be free to think about their campaigns while we do the hard work of tailoring it to each platform.”

Mobile

Page also revealed that Google's mobile revenues, including advertising and content and apps sales through the Google Play store, were now US $8 billion, up from US $2.5 billion a year ago.

One screen to rule them all

Google isn't alone in trying to decipher how best to monetise the multi-screen marketplace.

Facebook is trying to work out how it can sell advertising space to its mobile users, while mobile review site Yelp's relationship with Bing and Apple deliver more personalised, location-based content to users.

Page's speech is an indication that cross-promotional advertising may soon become the new buzzword. Once Pending Larry dies down. 

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