Ready, aim, SPEND! That's the approach Microsoft is planning for Bing, its new search engine, Advertising Age reports . How much coin is Redmond prepared to spend to market Bing (previously code-named Kumo)? Somewhere is the $80-100 million range, Ad Age says, compared to Google's non-recruitment ad spending in 2008 of around $13 million. But, can spending 6-8 times as much as Google give Bing the jump it needs?
Microsoft's ad push (helmed by ad-agency powerhouse JWT ) will not, unlike the recent anti-Apple campaign , mention Microsoft's search rivals - instead, the planned ads will ask consumers if search works as well as they'd like.
How about the product itself?
People who've seen the Microsoft product suggest it's useful and has some nifty filtering tools, even though it's not a markedly different-looking interface, at least for text search (some of the multimedia search results, however, do look quite different from how Google currently displays them).