It looks like it’s the turn of Microsoft to get back into TV advertising as they attempt to take on Google in the search engine arena. After Google’s recent foray into television advertising via the Super Bowl, Microsoft are looking to do some promotion for their search engine Bing. With a great deal more experience in TV advertising than Google, Microsoft are pushing the boat out with a $2m backing of their series of ads starting this week.
However, it will take a great deal success to get anywhere close to competing with Google who control approximately 90% of the search engine market in contrast to Bing’s estimated 3%. Despite statistics, Microsoft aren’t shrinking away from the competition and will soon be running their string of ads backing the tag line “Bing and decide” with the key plug of the advert being that Bing offers a more visually rich appearance than the very basic Google. It also seeks to show that search can be simpler for the less computer literate and avoid the so called ‘information overload’.
While it remains to be seen whether the campaign succeeds in boosting Bing’s profile it is backed up by the fact that Microsoft has an excellent track record in TV advertising, especially when it involves a slight at a rival company. If you consider their retort to Apple’s ‘I’m a Mac’ campaign with the very successful ‘I’m a PC’ series of adverts you begin to get an idea of what Microsoft’s advertising is all about. Whether the Bing adverts go quite so tongue in cheek remains to be seen. However, with the ads set to feature ordinary people asking for information and receiving nonsensical responses it looks like it could well go that way.
With three adverts set to run from this week to mid-July, Microsoft are looking to offset the misconception that Google is the only search engine out there. Microsoft’s UK managing director, Ashley Highfield seemed to throw down the gauntlet by stating:
“This is a big moment – we are taking out our slingshots and taking on Goliath”.
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