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Microsoft to debut Bing search engine alongside $80 million ad campaign

Updated Dec 19th, 2018 6:20PM EST

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It’s been a while since rumblings of Kumo, Microsoft’s codename for its new searching engine offering, made the rounds. From the looks of things, that’s about to change… Big time. Redmond is said to be preparing to launch Kumo — with the final name “Bing” — alongside a massive $80 million advertising push that will aim to convince people search is broken and Microsoft has fixed it. It’s a tough sell, no question. Microsoft’s latest Laptop Hunters ad run has been quite the success of course, but there is a pretty massive difference here: Laptop Hunters addresses personal computers, where Microsoft is already the undisputed heavyweight champ with a shade under 90 percent of the market. Bing is a search engine and Microsoft’s search products currently combine to hold just over 8 percent of the market. Bing needs to build a user base, not keep one. So the task where advertising is concerned is a much different one, but the market could be ready for a true contender. According to Microsoft’s research where search is concerned, 42 percent of searches require refinement and 25 percent of clicks are the back button. As dominant as Google is, there still may be plenty of room for improvement in terms of efficiency.


Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.