Microsoft adCenter Getting Some New Local Features

    May 6, 2011
    Chris Crum

Microsoft adCenter plans to launch new local features for Bing in the U.S. aimed at helping businesses reach local audiences. These include radius targeting for search ads, new local search ad attributes, and “Bing VIsion”.

“These new mobile local ad offerings build off of the momentum generated from the recent Bing Business Portal and Bing Mobile Deals announcements,” says Microsoft’s Dennis Glavin.

The Radius Targeting will let advertisers target a specific segment within a 5-100 mile radius of the address displayed in the ad copy.

The new attributes let advertisers define certain things in their ad, such as the merchant’s address or phone number. “Those attributes will be served to local queries and within advertisements, both on the PC and mobile,” says Glavin. “Local Ad Attributes will begin rolling out in adCenter in the second half of the calendar year, depending upon publisher and mobile device.”

“Bing Vision taps into the idea that once a customer is inside a store, the brand’s goal is to get them to ‘marry’ its product,” he says. “Bing Vision utilizes the camera on a customer’s smartphone to provide the customer with additional product information, reviews and prices. The system is easy: all a customer has to do is take a photo of the product and Bing Vision will detect the text, QR Scanner or MS Tag, returning the product results – helping the customer further engage and hopefully purchase the product.”

As far as scannable codes go, WebProNews recently spoke with Mike Wehrs, former Chief of the Mobile Marketing Association (and a Microsoft Vet), who now runs ScanBuy. He brought up some good point about using open formats vs. proprietary formats (like Microsoft’s Tag) Watch the interview:

Bing Vision is already available on the Bing iPhone app, and the company says it will be available on other platforms later this year.


Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.