Microsoft Plans Major Ad Push Around New Search Engine; Is The Name Bing?
This story was written by Joseph Tartakoff.
Details are starting to trickle out about how Microsoft (NSDQ: MSFT) plans to position a revamp of its search engine against competitors. AdAgewhich previously reported that Microsoft was planning a major ad campaign to promote a relaunch of Live Search this springnow says that Microsoft will spend between $80 and $100 million on advertising, almost double the amount typically spent on the launch of a consumer product. The campaignwhich will span TV, print, and onlineis so large that ad firm JWT is actually hiring while most of its competitors are shedding employees. AdAge says the campaign will "focus on planting the idea that today's search engines don't work as well as consumers previously thought by asking them whether search (aka Google) really solves their problems." However, it will not refer to Google (NSDQ: GOOG) or Yahoo (NSDQ: YHOO) by name.
Microsoft is reportedly set to announce details surrounding an overhaul of its search engine later this week at the AllThingsD Conference in Carlsbad, Calif. The company is also expected to announce a new name for the search engine. AdAge refers repeatedly to the new search engine as being called Bing, one of several names that has been rumored to be under consideration, although it does not explicitly say that will be the new brand. One possible problem if Microsoft does plan to use Bing: LiveSide.net reported Friday that the U.S. Patent and Trademark Office rejected Microsoft's request to trademark Bing, citing "likelihood of confusion," due to the existing use of the brand by a mobile company. A Microsoft spokeswoman did not immediately return an e-mail seeking comment.
By Joseph Tartakoff