The Guardian UK is reporting that Microsoft Bing is preparing to launch a massive TV ad campaign aimed at challenging Google’s dominance in the UK search market. According to the report, the series of Bing promotional TV ads is set to begin airing this week and will be promoting Bing as a “decision engine.”
Microsoft has contracted the services of ad agency JWT. It aims to show how Bing simplifies the “information overload” that accompanies the results of other search engines – obviously hitting on Google.
Microsoft’s UK managing director Ashley Highfield said that people worldwide may have forgotten that there is an alternative search engine.
“People feel overawed by the internet and what they turn up when they are searching,” said Highfield.
The said TV ad campaign feature ordinary people asking for information and getting their answers from Bing, will run for a month and then on a two-week bursts until Mid-June. Backing up the Bing TV ad campaign is an equally massive digital campaign across Microsoft’s network and other media including social networking sites.
It looks like Microsoft is on the final stretch of its promotional campaign for Bing and is now desperate to gain more users even if it cost the company around $2 billion.
This is clearly stated by Mr. Highfield with the following statement:
“It is a battle not just of mind but of heart as well. We are wanting to make an emotional connection – we are ploughing a different furrow here.”
Good for them. I still don’t think they will dent Google to much in market share but even a little is better than nothing at this point.
MS may gain some traction with the “information overload” aspect – many, possibly older users, don’t appreciate the maps and other stuff that Goog presents.
@Sean.
Microsoft has been sucking wind for 10 years in search and has lost $10 billion trying. What does it tell you that Google has a 90% share in the UK and Bing, available to UK users since June 2009 has a decreasing market share now at 3%. No one I know suffers from being “overawed” by the internet–Microsoft is clutching at straws. Google has invested billions in improving its search, and its advertising has been viral—word of mouth. Users enjoy the uncluttered search experience which is relevant and personal. Google gives users choice and lets you control the core experience. Microsoft locks you in to Windows and Office, making obscene profits as a monopolist. With the free Google Chrome Operating system coming later this year, Micorosoft’s days as a monopolist are numbered.