Will Bing succeed in its quest to take on Google?
Monday, 08, Mar 2010 01:22
Microsoft is set to begin a large TV advertising campaign promoting its Bing search engine by comparing it with its bigger rival, Google.
According to MediaGuardian.co.uk, the initiative will begin this week through TV spots that imply Google's results are something of an "information overload", while Bing helps to make listings clearer.
The ads will also look to highlight Bing's visual appearance and will be accompanied by a strapline stating "Bing and decide". The campaign - which may be observed with interest by online marketing executives - will run until the summer.
Ashley Highfield, UK managing director for Microsoft, commented: "This is a big moment - we are taking out our slingshots and taking on Goliath."
He added: "It is a battle not just of mind but of heart as well."
Figures from Experian Hitwise show that Google.co.uk had a British search market share of 77 per cent in February, followed by Google.com with 12.67 per cent and Bing at 3.04 per cent.
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