Microsoft Bing is preparing to launch a multi-million pound TV campaign this week aimed at challenging Google’s dominance in the UK search market.
Starting this week the ad campaign will attack ‘information overload’ of rival’s results. Microsoft’s ‘Bing and decide’ campaign will show how Bing simplifies search results. The aim of the campaign is to position Bing as a ‘decision engine’ that will help users find more accurate results.
The ad campaign costing around $2billion has been contracted to London based ad agency JWT and will start on Wednesday and run for a month and then for a two-week bursts until mid-June. The three month campaign will also include a digital campaign across Microsoft’s social network. It will feature ordinary people asking for information and finding receiving answer.
Microsoft’s UK managing director Ashley Highfield feels that people are overawed by the internet and the turns up when doing searches and ‘that people have forgotten that there are alternative search engines’.
Microsoft developed Bing as a tool to empower people to gain insight and knowledge from the Web, helping people navigate through the information overload that characterize many search experiences today. Bing offers more organised search results through features such as categorised search, more relevant localised results and a ‘richer’ aesthetic look, including images on the home page and facts, quotes and information relevant to the UK.
Microsoft launched Bing in November 2009 will certainly have its work cut out winning over consumers according to Nielson Online Statistics as Bing currently holds about a 4% share of the search market while Google controls about 89%
