Marketing Pilgrim's "Search Marketing" Channel

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TV To Bing About on the CW

Simply put, Bing is getting creative in trying to get people to use the search engine. This latest effort is definitely geared to a younger demographic which is the least likely to have already developed a near unchangeable Google habit for searching.

This says that either Microsoft is in this for the long run (meaning they are cultivating future Bing users) or they are getting desperate and trying to make inroads wherever they possibly can. Either way it’s a novel approach and one that we most likely won’t see from Google who, in the search arena at least, acts more like the IBM of the search world rather than the hip new kid.

Advertising Age reports

The CW hopes a promotional boost from Microsoft’s Bing search engine will help drive results for the launch of its coterie of new and returning series.

In a move that cedes some valuable on-air real estate to a marketer, the CW will let Bing run promotional messages in specially created commercials featuring cast and crew members from CW programs; in promos that run in the “lower third” of the TV screen at certain times during each evening; and in the words that appear in the CW “bug” usually affixed to a bottom corner of the TV screen, along with the network’s slogan, “TV To Talk About” (viewers will see that CW also offers “TV to Bing About”).

The Ad Age piece also shows some of the videos that will run and the use of Bing in those efforts.

This type of marketing is interesting as it relates to Bing because it is certainly very targeted and, considering the CW’s position as a “network” it’s probably relatively cost effective. Meanwhile, Google is placing traditional ads during the NFL’s Monday Night Football broadcasts for Chrome which in practice is really an ad for almost all things Google.

Bing keeps plugging away but the gains in market share are slow and costly. The online division has been bleeding significant money and impacts the overall bottom line of Microsoft. Even with Microsoft being as large as it is it still feels a $2 billion dollar loss annually. Let’s face it, that’s a lot of lettuce to keep throwing at chasing down Google.

Now throw in the possibility (no matter how remote) of Aol and Yahoo merging. How does Bing’s “market share” get impacted by partnering with a company (Aol) that has Google as their search partner? It should be noted that Bing as a standalone search option still runs in third place behind Google and Yahoo. The gap is closing but even the Yahoo search habit is hard for many to break so totally cracking the code on Google seems less and less likely with each passing quarter.

So we ask once again, what is your take on Bing? What are the chances of it giving Google a real run for its money? Can it eventually happen or is this all just wishful thinking?

  • Cynthia Boris

    Grrr. I’m a big CW watcher (yes really) and they already have too many graphics eating up the screen. Now we’re going to have ads? I want to see the network do well, so if they need the money, they need the money but who ever invented these screen overlays needs to be sent to his room without his TV dinner.

  • http://www.convurgency.com/ Justin Cook

    By the time MS has time to pick away at Google’s market share.
    Their inability to provide any real competition in the mobile arena is going to hit them hard.

    As a Google fanboy I’m really hoping I’m right on that.
    ;oP