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Microsoft to launch $80M anti-Google campaign

updated 01:20 pm EDT, Mon May 25, 2009

MS 80m anti Google Ads

A rumor today suggests Microsoft is planning to partly repeat its anti-Apple ad strategy when it launches a major new search engine. AdAge hears that Microsoft plans to spend between $80 million to $100 million advertising Bing, the final version of a radically revised search engine codenamed Kumo and meant to compete with Google, Yahoo and other top-tier search engines. At least initially, the ads created by marketing firm JWT won't target Google directly but will instead suggest something wrong with today's search engines and push Bing as the alternative.

However, Google is directly implicated in the search and would face a particularly new level of competition through the ad. Despite controlling the majority of the web search market in the US and worldwide, Google has never had to advertise itself and has never faced ad campaigns large enough to undermine its own market share.

Microsoft is all the same rumored to face an uphill challenge. Most of Bing's improvements come from its underlying algorithms and their improvement in turning up results. Text searches won't be significantly different, while media search will change but is also at least partly matched by Google. The Windows developer still struggles to gain search share and had been sufficiently desperate for share as to consider buying Yahoo outright, which would have cost enough to require a rare loan.

by MacNN Staff



  1. Bobfozz

    Joined: Dec 1969


    Where is MS focus?

    It seems like MS wants to be everything... they had their chance... will they recover? They are a lumbering bear... I doubt it.

  1. slider

    Joined: Dec 1969


    Same old sh...

    Microsoft has always said that they are always looking for the next thing that will ultimately displace them. They recognized this early on as it is exactly what Microsoft did to IBM and others. The problem with this model is that M$ has tried to get into everything that could potentially be the next big thing - They've already missed it with the internet and it's only because of the might that is M$ were they able to come from behind and at least have a presence - such as xbox, MSN, MSN Live, Zune (not yet), PIMs, and many others. Unfortunately with the browser wars of the late 90's we saw what M$ did once it debunked the incumbent - they pretty much stopped browser development until competing browsers started to take away market share. Oddly, in this instance, M$ was in the market and was apparently asleep - competitors have a strong foothold. So I echo Bobfozz - Where is MS focus. One of M$ problems from the very beginning has been instead of working with other companies on equal footing, they've either tried to drive them out of business altogether using their OS market share (as in the case of Netscape) or they intimidate their so call partners (as in the case of Intel and PC manufacturers). You can still find the very thorough US vs. M$ anti-trust Wired article at their site.

  1. Jeronimo2000

    Joined: Dec 1969



    Oh, all that money... and for nothing.

    You could save a bunch of lives with that kind of dough. But yeah, blow it on attacking the competition instead. Predictable end result? Zero difference.

  1. kerryb

    Joined: Dec 1969


    It is becoming a joke

    Watching M$ and its flights of fancy has become a great pastime. I'm glad for all those ad dollars at least part of the economy will benefit. A lot of corporate fanfare, big promises and a resounding thud as another great "innovation" hits the ground. Stick to selling corporations and leave the rest of in peace Microsoft, please.

  1. philomath777

    Joined: Dec 1969


    Ballmer bull

    Steve Ballmer's ego just can't stand it when others make better products, or get more positive press, or offer creative solutions. I can see Steve running around the stage, now instead of screaming out "developers, developers, developers," shouting "Me too, Me too, Me too! Wahhh, Let me play in the sandbox too, or else I'll buy it and take it home and destroy it!"So now a search engine from the company whose founder dissed the Internet back in the 90s. Too much money, plus lack of creativity, plus lack of vision, plus fat ego = Bloated Microsoft products. No thanks.

  1. chotty

    Joined: Dec 1969


    Hey, Balmer.

    Why not just call it "Crosby"?

  1. lockhartt

    Joined: Dec 1969


    Epic Fail

    Why does Microsoft think that advertising is going to get people to change from Google?I suppose it's the same reason that Microsoft can't conceive of anyone else being the dominant (or in some cases, only other) player in a technology related marketplace... unmitigated egocentric thinking.

  1. SlimGem

    Joined: Dec 1969



    Maybe MicroSoft should learn how to search their own operating system before taking on the whole world.

  1. Kym

    Joined: Dec 1969



    Hey, MS has always spent big on dirty tricks and reputation-assassination, so perhaps this is actually progress for them... at least they are doing it out in the open now. Of course, if they had actually spent all that money doing something constructive, they would be unassailable, and wouldn't have to be so desperate...

  1. bitburn

    Joined: Dec 1969


    Oh boy what a waste

    Microsoft, give it up. It's over. Look at your latest battles and the damage you caused. Weak arsenal. it's not looking good:

    Zune vs. iPod > Lost
    Vista vs. Mac OS X > Lost
    Silverlight vs. Flash > Lost
    Internet Explorer vs. Firefox > Lost

    And now...The battle goes on and guess what?
    Live Search vs. Google > ANOTHER LOST FIGHT

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