Sign in with
Sign up | Sign in

Microsoft to Invest $80M in Advertising "BING"

By - Source: Tom's Hardware US | B 25 comments
Tags :

Microsoft is taking on Google and Yahoo! with a new campaign advertising search.

According to Advertising Age, Microsoft is planning to invest between $80 million and $100 million in campaigns to spread the word about its latest search effort, Bing. While everyone has been talking up a project named Kumo, AdAge reports that the Redmond company is hoping to launch the aforementioned 'Bing' along with a monster ad designed to target competitors like Google and Yahoo!.

Citing folks familiar with the matter, AdAge says Microsoft’s ad campaign will not target competition by name - a little different to the company's PC versus Mac series of television commercials. Instead sources say Microsoft is going to focus on planting the idea that today's search engines don't work as well as consumers previously thought. By asking them whether search really solves their problems, Microsoft is hoping consumers will consider switching search engines and give Bing a shot. As reported last week, the new search engine aims to cut down on the time users spend searching so the details of the ad campaign seem legit. It's just the discrepancy with the names left to figure out.

Last week the Wall Street Journal reported that Kumo would sift through links that are of no use to us and organize results into categories. For example, a search for a certain model of car would throw up results with categories showing listings for parts, used car listings, online discussion forums and videos showing the vehicle. The end result (bit of search engine humor for you there) would see a drop in the number of clicks it takes to get you from your search engine to the site you're looking for.

Microsoft is currently number three in search and we doubt an $80 million ad campaign is going to push people to change, leaving behind Google or Yahoo! Still, we’re eager to see what the company has come up with.

Ask a Category Expert

Create a new thread in the News comments forum about this subject

Example: Notebook, Android, SSD hard drive

This thread is closed for comments
  • 3 Hide
    dman3k , May 26, 2009 1:10 PM
    Bingo! I don't get it...
  • 3 Hide
    Dyseman , May 26, 2009 1:38 PM
    Quick! Gates is coming... Get the Machine that goes 'BING'
  • 9 Hide
    doomtomb , May 26, 2009 1:48 PM
    Silly Microsoft, there is no fighting Google. You either join them or die.
  • Display all 25 comments.
  • 0 Hide
    blazeorangeman , May 26, 2009 1:49 PM
    Honestly, Microsoft needs to learn that not everybody wants absolutely everything from them. They need to take a look at GM. They have like 1,000 different car brands and on the verge of bankruptcy because everybody wants to buy a Toyota (a much better build vehicle from the popular opinion). Microsoft it's this simple: stick to OS and other software packages and make those perform ridiculously well, and let others innovate elsewhere (and when they make something really sweet, like google, buy them, ha ha ha ha).
  • 7 Hide
    matt_b , May 26, 2009 1:52 PM
    So MS Live search is dead?

    Just doesn't have the same common sound as telling someone to search by:
    "Google _______"
    "Bing ________"
    Better work on the name some more..........
  • 0 Hide
    enforcer22 , May 26, 2009 1:54 PM
    personaly i dont use google and yahoo for searchs so they dont need to get me to stop using them. but dont use ms either.
  • 1 Hide
    ricardok , May 26, 2009 2:26 PM
    From my past experience (since altavista), google does give a lot of positive/relevant results for what I'm searching.
    MS search engine (live search) sux a lot because most of the time the results given are not even close related to what I'm used to get from google (I only use LS if I forget to add google search right after formating a PC and before installing firefox).
    Have anyone tried to find an error message from MS softwares using live search? :) 
    You have to search "0x0088920DA09 vista word save compatibility" in order to get relevant results (fictional search) while at google you just type in the error 'number'.
  • 1 Hide
    cadder , May 26, 2009 2:54 PM
    Google always puts the "paid" advertisers at the top of the list so you have to work way down the list to find links with real content. If MS would work better then I would definitely switch.
  • 8 Hide
    Zoonie , May 26, 2009 3:15 PM
    Hmm, they should've named it "BANG". So instead of saying "Go google it" you could say "go bang it".

    "Honey, what's the street address of our lawyer?"
    "I don't know, google him or bang him."

    Aaah, these nerd jokes.
  • -3 Hide
    Platypus , May 26, 2009 3:23 PM
    I used to love Google until they had the joke of providing results based on the word "Failure" linking to George Bush, and then later linking to Michael Moore to even out the score. I personally think all politicains are scum by definition, but whether you support them or not, your search engine should not be politically motivated.

    I am excited to see Microsoft putting forth the effort. I hope their product can keep up with their aspirations.
  • -2 Hide
    bin1127 , May 26, 2009 3:31 PM
    You bought Xbox 360 and got screwed by the RROD! Badda-Bing!
  • 3 Hide
    WheelsOfConfusion , May 26, 2009 3:35 PM
    PlatypusI used to love Google until they had the joke of providing results based on the word "Failure" linking to George Bush, and then later linking to Michael Moore to even out the score. I personally think all politicains are scum by definition, but whether you support them or not, your search engine should not be politically motivated.

    That wasn't Google's doing, man. That was some users' prank. It's called "Google Bombing."

    Also, WTF is it with Microsoft and stupid product names lately?
  • 6 Hide
    anamaniac , May 26, 2009 4:31 PM
    Honestly, I love Google.
    I dream of working for Google.
    Google has always been there for me.

    I stopped using Yahoo search when I found Google, and only use Live search by mistake.

    Google has been like a father to me.
    If ever I have a question, Google answers it.
    The results are relevant 95% of the time.

    Google wins.
  • 0 Hide
    danimal_the_animal , May 26, 2009 4:57 PM

    you mean Bling right?

  • -1 Hide
    zak_mckraken , May 26, 2009 5:21 PM
    Matt_BSo MS Live search is dead?Just doesn't have the same common sound as telling someone to search by:"Google _______"versus "Bing ________"Better work on the name some more..........

    They should have called it "Bang" instead of "Bing". Lots of classic jokes could have been born from that.
  • 0 Hide
    jerreece , May 26, 2009 5:45 PM
    You: "Just Google it, you'll find what you want."


    You: "Just Bing it, you'll find what you want."
    Them: "Oh I'll Bring it alright! *SMACK*"
    You: "Why'd you hit me man?"

    I absolutely hate Windows Live Search, so I'm not super excited about "Bing". LOL I'm a Google man, simply because Google works.
  • 1 Hide
    Sicundercover , May 26, 2009 6:50 PM
    I think were all missing the real problem here. MS's marketing department is absolute rubbish. Every time I see a MS add Im forced to roll my eyes. Honestly is it a requirement to have finished in the bottom of your class to be on the MS marketing staff. So many of their ideas are unoriginal and for lack of a better word "lame".
  • 1 Hide
    gm0n3y , May 26, 2009 6:59 PM
    I'll give Bing a try, but for now, google is far ahead of its competitors. Of course while I have very little difficulty finding what I want with google, I hope M$ can do better. It would be nice to see google actually have to fight for once, they always seem to be far ahead of everyone in everything they do. The fact that people still use yahoo should give M$ hope.
  • 0 Hide
    apmyhr , May 26, 2009 7:43 PM
    I have been using Live Search for a few months now and I like it. The results are almost the same as Google's. However, if they rename it to "Bing" or something equally dumb, I think I'll have to switch back to Google... Instead of spending millions of dollars to come up with a new dumb name, MS should just make the default homepage for IE. I garuntee Live search's market share will rise by at least double digit percentage because most non-computer people will think they are using Google anyways.
  • 0 Hide
    Raidur , May 27, 2009 12:45 AM
    Lol, wtf is Bing supposed to mean?
Display more comments