Bing.com
It will be “Bing it” the new expression?
The speculation is over. Microsoft’s search engine officially has a new name, Bing. Bing will be available to American users on 3 June, and UK users should have access to a beta version. AdAge published this week an article in which they told us that Microsoft will invest an $80 to $100 million ad campaign. Google, by comparison, spent a total of $25 million on ads in 2008. Ads will appear on the web, on TV, radio, in newspapers and magazines.
The software giant is set to launch an $80 million to $100 million campaign for Bing, the search engine it 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 creatives on the Microsoft business last week.
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