Microsoft to spend 100 million dollars to promote Bing's first television ad Thursday

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Microsoft's hope is that the 100 million-dollar-long four-month ad bombing will allow Bing to compete with the search engine giants and eventually create Bing as a verb, as one would say, "Google." Four years ago, Microsoft launched search engine Live Search, but because of poor promotion, many netizens still do not know where to find Live Search.

Microsoft will advertise the "search overload" syndrome in its first advertising broadcast tomorrow, which means that the search engine returns a large number of search results but does not solve the user problem and causes the user to be in a state of confusion. The ad was produced by JWT, an advertising agency, and JWT Montague, the company's chief creative officer, said the current advertising appeal was that in the midst of the economic crisis, using Bing to search for travel and shopping discounts would help save money. "The era of information flooding is over," says Montague. What people need now is more meaningful content to quickly cut to the chase and get the information they need. ”

Next week, the other four Bing ads will take a humorous approach, advertising will show people in a monologue with less relevant answers to various common questions, Chi JWT said this will be "search overload" the phenomenon of personification.

These TV commercials do not highlight the new features of Bing, dubbed the "decision engine", Microsoft will instead introduce Bing's new features in a series of online advertising campaigns, including the two-hour exclusive advertising program on the New York Times website, where all of the New York Times ads will point to Bing for two hours. The Bing Promotion page on Facebook has attracted 20,000 fans, although Microsoft has not disclosed how many of them are Microsoft employees. In addition, the Bing official account on Twitter also has as many as 16,000 fans. Microsoft also plans to advertise on hulu.com. In addition, Microsoft plans to promote Bing on multiple reality TV shows.

It is difficult to determine whether a large number of ads will help Microsoft to circle more sites in search engines and search advertising. Iac/interactivecorp (search engine Ask Jeeves's parent company) and Yahoo have tried to promote television advertising, but rarely the traditional advertising channels of Google is the only in the search engine market share of the galloping.

Microsoft's share of the U.S. search engine market is 8%, according to comscore, the flow statistics agency, while Yahoo's market share has fallen from 30% in the five-year period to about 20% this April. Google's market share was as high as 64% in the same period.

"Microsoft's goal is to boost its search engine market share this year," said Yusuf Mehdi, senior vice president of Microsoft Online Group. "Any idea that a big change in market share overnight will happen is unrealistic," he said. "(Ben)