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Microsoft To Spend $2 Billion On Bing Ads In The UK

TV commercials will start airing this week

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As fans of "The Office" may know, it’s fairly common for the entertainment industry to take a successful concept and adapt it for use overseas.  And now, Microsoft’s performing a similar conversion, launching a "Bing and decide" advertising campaign in the U.K.

Bing logoIt’s a good bet that you’ve seen a couple of these amusing TV spots by now; they feature one person trying to talk to another, but the second individual, suffering from "search overload," is only able to respond by rattling off absurd details related to certain keywords.

It’s commercials in this vein that Microsoft intends to air in the U.K., starting this Wednesday and continuing through the middle of June.  Mark Sweney reported that the campaign will cost the company a significant amount: $2 billion.

Ashley Highfield, who used to work for the BBC and now holds the lengthy title "Managing Director & VP, Consumer & Online UK" at Microsoft, also assured Sweney, "This is a big moment – we are taking out our slingshots and taking on Goliath."

Highfield didn’t lay out what sort of market share gains Microsoft hopes to make as a result of this ad campaign.

Microsoft To Spend $2 Billion On Bing Ads In The UK
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  • modelportfolio2003

    Microsoft is wasting its money. Google position as innovator and market mover in search is secure. It is a trusted brand. Shows that the Windows/Office monopoly still generating obscene profits for Microsoft, but those days are numbered. When Google Chrome OS gets going, Microsoft margins will surely narrow.

  • Swanson

    every time people talk about google makes me laugh. you can get lucky once, not always. google’s little tiny programming trick comes from AJAX, and that, everybody, including this reader have mastered. Mind you, AJAX comes directly from DHTML that only Microsoft IE provide at the beginning. Simply put, if google lose 10% search share, it has to cut a lot of jobs. if it lose 20% share, its gone home.

  • JohnCz

    Google has a search monopoly. I don’t think anyone is saying that in 1-3 years time, Microsoft will have a larger search marketshare than Google. But, I think you’d be a fool not recognize that Bing is a serious, competent and viable competitor to Google’s search business. Yes, there are actually things (and more than a couple) that Bing does better than Google. Another thing that Microsoft has going for them, they’ve learned the hard way many of the lessons that Google has yet to learn. Google will certainly be facing antitrust suits big time. It won’t stop them but it will slow them down just as it did with Microsoft. So while I agree that Google’s commanding marketshare won’t change overnight, I think Microsoft’s Bing is well poised to gain on them. At least I welcome that.

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