Microsoft prepared another attack against Google of epic proportions as the software giant lined up between $80 million to $100 million to invest in a marketing campaign for Bing.
What is Bing?
Bing is a search engine that was been developed by Microsoft; with it Microsoft hopes to grab a bigger slice of the search market by providing a better search refinement.
To have better understanding of the proportions of Microsoft’s large-scale investment on the marketing of its new search engine, here is a quote from AdAge’s article:
The software giant is set to launch an $80 million to $100 million campaign for Bing; the search engine hopes will help it grab a bigger slice of the online ad market. That’s a big campaign — big compared with consumer-product launches ($50 million is considered a sizable budget for a national rollout) and very big when you consider that Google spent about $25 million on all its advertising last year, according to TNS Media Intelligence, with about $11.6 million of that focused on recruiting. Microsoft, by comparison, spent $361 million. Certainly Google has never faced an ad assault of anything like this magnitude.
JWT has been tapped for the push, which will include online, TV, print and radio. Another sign of the campaign’s size: At a time when most agencies are laying people off, JWT added creative’s on the Microsoft business last week.
It won’t be the first time Microsoft launches an attacks ads campaign to try and grab a bigger slice of a market, the attack on Apple seems to be working as Apple’s value perception among 18-34 years old has dropped significantly.
One thing is certain, the group in charge of developing such Ad campaign have some rough times ahead of them as they devise a clever and convincing way to attack the search market (aka Google).
How would you do it? How would you convince searchers to switch search engines? Will this also change the search engine optimisation industry?
Share your thoughts in our comments sections.